Inside The Economist's plan to grow revenues in a post-search, AI-driven future

"The Economist is sketching out its roadmap for a post-search world - one where AI assistants may become the first stop for information. The publisher is investing in formats that are more difficult for machines to mimic, like video and audio, while holding a hard line against licensing deals with AI firms it views as competitors. At the same time, the 180-year-old brand is working to deepen direct ties with readers, sharpen its brand marketing to bolster its discoverability, avoid disintermediation caused by LLMs-"

"The Economist isn't as exposed to collapsing referral traffic or AI licensing battles as many of its peers, thanks to its premium subscription model (it has 1.25 million subscribers, up 3 percent year over year, with digital subscriptions up 8 percent YoY) and global brand. Its annual revenue for the 12 months ending this March was £368.5 million ($497.4 million), with digital subscriptions up 8 percent YoY."

"At the heart of its strategy is the fundamental challenge all publishers face: how to stay ahead in an AI-driven news economy. "In a world of AI adoption, I think all of us, myself included, are going to become a little bit lazier and just a bit more comfortable getting an answer from an AI platform which is 'good enough,' and so you really have to work quite hard to sustain those direct relationships [with readers]," said Bradley-Jones."

The Economist is preparing for a post-search environment where AI assistants may become primary information sources. The publisher is investing in formats that are harder for machines to mimic, such as video and audio, and is refusing licensing deals with AI firms it considers competitors. The organization is deepening direct ties with readers, sharpening brand marketing to boost discoverability, and focusing on increasing advertising revenue to avoid disintermediation from LLMs. A premium subscription model and global brand provide insulation, with 1.25 million subscribers and rising digital subscriptions as the publisher plans a three-year strategy session.

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