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Over the last two years, The Economist has narrowed its focus on what it publishes to LinkedIn. And it’s reaping the benefits by turning those users into subscribers.After switching gears on its content strategy — starting narrow to publish just business and finance coverage, then going broad by posting all its coverage and then back to a more selective publishing process — it’s grown its followers 39.5% over the last year to 11.4 million. LinkedIn is second only to Twitter in terms of social media platform follower count (it has over 25 million Twitter followers across several accounts).
Of social platforms, LinkedIn is the publisher’s third-biggest subscription driver. The amount of organic traffic that LinkedIn refers back to The Economist site — where people can register to access several articles before subscribing — has doubled year over year. And subscriptions to The Economist generated organically from LinkedIn have tripled year on year, although it wouldn’t say from what base.
As the platform has changed over the last decade, so has the publisher’s understanding of what works.
“LinkedIn has changed over the last couple of years, it’s moved from a platform where you would get a job to [becoming] more content-focused,” …
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