The Economist aims for younger trendies with Intelligent Life

The Economist is launching a lifestyle annual on 24 June, its first brand extension in 17 years.

Intelligent Life will focus on upcoming trends in fashion, technology, sport, design, health and travel. It will aim to attract more consumer advertising than The Economist.

The Economist's publisher, David Hanger, described the content as "good cocktail talk for people who are one step ahead and who always try new products. People who don't read The Economist will pick it up."

Intelligent Life hopes to attract the younger users of

As a summer read, it plans to capitalise on a relaxed, yet receptive, upscale holiday crowd. It will appear at stores and travel points across Europe. Its circulation target is 150,000 copies with a 55 per cent UK bias. Its cover price is £4.50.

Intelligent Life will complement The Economist's last brand extension, the end-of- year annual series The World In, which provides views and forecasts for the coming year.


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