5:32 am - May 17, 2025
The title is pivoting its podcast strategy towards a more personal and relatable style.
The Economist is reshaping its podcast strategy to build a closer, more personal connection with listeners, as outlined by Andrew Palmer, host of its new Boss Class series and author of the Bartleby column. Speaking to Chris Sutcliffe on the Media Voices podcast, Palmer described how the publication is adapting to changing audience expectations by making its audio content more relatable and conversational.
The Economist famously has no bylines in the magazine edition – which it stubbornly calls a “newspaper” – and it has long been felt that this add to its authority.
Palmer said the move reflects a broader shift across media, where audiences respond positively to a sense of personality and spontaneity. “Being able to vocalise that, I hope, makes people feel like I’m on their side,” he explained. Rather than departing from The Economist’s core commitment to insight-driven journalism, the aim is to enhance its traditional strengths with a tone that feels more human and accessible.
This change comes as The Economist works to balance the demands of its paywall strategy with the need to engage new audiences. The launch of Podcasts+ and the recent development of additional subscriber-only content reflect an attempt to blend exclusivity with reach – particularly among younger listeners who increasingly prefer on-demand audio.
The title has also extended access to its Espresso app, which offers daily short summaries of key stories, to students worldwide in an attempt to habituate the next generation of readers to Economist content.
Boss Class, which is starting its second season, focuses on management lessons drawn from interviews with experienced leaders. The show promises a blend of practical advice and analytical depth, staying true to The Economist’s editorial approach while offering content that fits the modern listener’s habits.
Existing shows such as The Intelligence have already shown how this model can work, offering concise daily analysis that retains the publication’s distinctive voice while adapting to busier lives. Digital Editor Tom Standage has previously emphasised that the goal is to encapsulate The Economist’s core strengths in formats suited to contemporary consumption.
Source: Noah Wire Services
- https://talkingbiznews.com/media-news/why-the-economist-is-making-its-podcasts-more-personal/ – Please view link – unable to able to access data
- https://www.research-live.com/article/features/thinking-for-yourself-how-insight-fuels-the-economist/id/5125936 – This article discusses how The Economist leverages insight to fuel its journalism. It highlights the publication’s commitment to in-depth analysis and the importance of original thinking in its reporting. The piece also touches upon the challenges of maintaining a paywall while ensuring content accessibility, emphasizing the need for a balance between exclusivity and audience engagement. The Economist’s approach to audio content, including the launch of Podcasts+, is also explored, showcasing its efforts to adapt to evolving media consumption habits.
- https://www.economist.com/podcasts/2023/10/02/introducing-boss-class-from-the-economist – In this announcement, The Economist introduces ‘Boss Class,’ a seven-part podcast series hosted by Andrew Palmer, the author of the Bartleby column. The series aims to provide insights into effective management by interviewing experienced leaders. It reflects The Economist’s strategy to diversify its content offerings and engage listeners with practical advice on leadership and management. The podcast is set to release episodes starting in October 2023, with a subscription model for exclusive access.
- https://medium.com/severe-contest/why-the-economist-is-launching-a-daily-podcast-e0560317cc29 – Tom Standage, Digital Editor at The Economist, explains the publication’s decision to launch a daily news-analysis podcast titled ‘The Intelligence.’ The article outlines the podcast’s format, which includes a 20-minute show with three segments: a news segment, a backgrounder, and a lighter segment. Standage discusses the challenges and considerations involved in creating a daily podcast, emphasizing the need to capture the essence of The Economist while fitting into listeners’ daily routines.
- https://www.vulture.com/2023/04/is-the-economist-making-the-best-news-podcasts-right-now.html – This article evaluates The Economist’s podcast offerings, noting their unique British style—genteel, studious, and dry. It highlights the publication’s growth in podcast listenership, with downloads averaging around 25 million in March 2023. The piece discusses the expansion of The Economist’s audio division, including the release of audio documentaries like ‘Next Year in Moscow,’ and the publication’s commitment to producing in-depth, heady, and challenging content that engages listeners intellectually.
- https://freakonomics.com/podcast/can-you-change-your-personality/ – In this episode of the Freakonomics podcast, Angela Duckworth and Mike Maughan discuss the stability and changeability of personality traits over time. They explore the concept of the ‘end-of-history illusion,’ where individuals believe their personalities are fixed, and the ‘maturity principle,’ which suggests that people become more dependable and emotionally stable as they age. The conversation delves into the factors influencing personality development and the potential for personal growth throughout one’s life.
- https://www.econtalk.org/david-epstein-on-mastery-specialization-and-range – David Epstein discusses the concepts of mastery, specialization, and the benefits of a broad range of experiences in this EconTalk episode. He challenges the traditional notion that early specialization leads to success, presenting evidence that generalists often excel by drawing from diverse fields. Epstein emphasizes the importance of adaptability and continuous learning, suggesting that a wide-ranging skill set can be more advantageous in a rapidly changing world.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
7
Notes:
The narrative discusses recent developments, such as the launch of Podcasts+ and the ‘Boss Class’ series, which began in October 2023. However, some details, like the 25 million downloads as of March 2023, may not be up-to-date.
Quotes check
Score:
8
Notes:
The quotes, such as those from Andrew Palmer and Tom Standage, do not appear to be widely available online prior to this publication, suggesting they might be original or not previously reported.
Source reliability
Score:
9
Notes:
The narrative originates from Talking Biz News, which is a publication known for its coverage of media news. However, the reliability can be considered high due to the specific details provided about The Economist’s strategy.
Plausability check
Score:
9
Notes:
The claims about The Economist’s podcast strategy and its focus on personalisation are plausible and align with broader media trends. The narrative is well-supported with specific examples and strategic goals.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh and well-supported by plausible claims and original quotes. The source is reliable, and the overall strategy aligns with known media trends.
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