Deconstructing The Economist: How a Legacy Publisher Built an $850K/Month App Machine

Onboarding: Setting the Stage for Premium Access

First impressions count, especially when you're aiming for premium subscribers. The Economist's onboarding flow, reportedly around 5 steps, quickly funnels users towards its core offering: content access.

Users encounter distinct paths depending on their entry point or chosen plan (like "Podcasts" vs. "Full digital access"). The full access path immediately presents subscription options, leaning heavily on an annual plan ($229/year after a 1-month free trial) framed with a "Save 16%" tag and a monthly breakdown ($19.08/mo) to soften the yearly commitment. A monthly option ($22.90/month after a 1-week trial) is also present but clearly de-emphasized.

Interestingly, a separate flow, perhaps targeting podcast listeners or running as an A/B test, shows a significantly lower "Podcast" access tier ($49/year after a 50% off first-year offer, or $4.90/month). This tiered approach is smart, potentially capturing users unwilling to commit to the full price upfront. 💰

Account creation follows the subscription choice, offering standard email/password registration alongside social logins (Google, Apple, Facebook) and SSO. Notably, the registration form requests "Job title" and "Industry," hinting at data collection for personalization or B2B insights, though these fields seem to have auto-suggest features rather than being freeform mandatory entries initially. The process culminates in a welcome screen confirming account creation and access benefits.

The Paywall: Premium Proposition, Clearly Stated

The Economist utilizes a prominent free trial soft paywall. It doesn't gate the entire app immediately but makes it clear that sustained access requires commitment. The value proposition is hammered home consistently:

• Unlimited access: To all award-winning journalism.
• Podcasts and audio: Subscriber-only content and narrated articles.
• Cross-device access: Seamless experience everywhere.

The App Store integration is smooth, presenting the native purchase confirmation sheet which clearly outlines the trial duration, the full price after the trial ($229.00 per year), and the renewal date. Transparency about auto-renewal and cancellation terms is crucial for building trust, especially at this price point.

Core Experience: Content is King, Format is Flexible

Once inside, the app delivers the expected Economist experience – clean, professional, and dense with information.

• Content Delivery: Articles are presented with clear typography. Users have control over text size and display modes (Sync with device, Light Mode, Dark Mode), catering to accessibility and preference. The dark mode is well-implemented, offering a comfortable reading experience. 🌙
• Navigation & Structure: The app uses a familiar structure with sections like "The world in brief," "Top stories," and thematic categories (Leaders, Business, Finance & economics, etc.). A bottom navigation bar (though not explicitly shown in detail in the flow) likely anchors the main sections (Home, Sections, Saved, etc.). Horizontal scrolling is used for weekly sections and podcast series.
• Audio Integration: Audio is a first-class citizen. Narrated articles feature prominently with play buttons integrated into article summaries. A dedicated "Podcasts" section showcases series like "Scam Inc," "The Intelligence," and "Editor's Picks." The audio player is robust, offering playback speed controls, skip forward/backward, and queuing functionality ("Add next in queue," "Add to end of queue"). This caters perfectly to on-the-go consumption. 🎧
• Rich Media & Interactivity: Beyond text and audio, the app incorporates:
  • Video: Short video explainers (like the one on Friedrich Merz) embedded within the feed.
  • Interactive Trackers: Data visualizations like "Tracking the presidency" (polling data) and economic charts (flu hospitalizations). 📊
  • Crosswords: Both Cryptic and Straight crosswords, adding a layer of engagement beyond news consumption. 🧩
  • 1843 Magazine: Integration of their sister publication provides broader lifestyle and cultural content.
• Discovery & Engagement: Features like saving articles (indicated by bookmark icons), AI Search (beta), and clear section browsing help users navigate the wealth of content. Sharing options are also present, allowing content to travel outside the app.

Monetization & Retention: High Value, High Return

The $850k monthly revenue from 70k downloads points to an extremely high average revenue per user (ARPU). This isn't a volume play; it's a value play targeting a dedicated, affluent, and information-hungry audience willing to pay a premium.

• Premium Tiers: Offering both "Full digital access" and a potentially lower-priced "Podcasts" tier allows The Economist to capture different segments of the market.
• Free Trial Conversion: The free trial (1-month annual, 1-week monthly) is the primary conversion tool, letting users experience the full value before committing.
• Advertising: The presence of in-article ads ("Supported by DP WORLD") is interesting for a premium subscription app. This could be a legacy element, targeted B2B advertising, or a way to monetize non-subscribing registered users, slightly blurring the lines of a purely premium experience.
• Retention Focus: Features like audio versions, crosswords, interactive data, and regular content updates (new editions automatically downloaded) are designed to build habit and keep users engaged long-term, justifying the recurring subscription cost.

Design & UX: Classic Brand, Modern Execution

The app successfully translates The Economist's established visual identity—serif fonts, red accents, and a generally clean, authoritative layout—into a mobile format. The user experience feels polished and professional. Animations are subtle, loading states are clear, and interactions like adjusting text size or managing the audio queue are intuitive. The inclusion of both light and dark modes ensures usability in different environments.

Key Takeaways

The Economist app is a masterclass in leveraging brand equity and delivering high-value content to justify a premium subscription.

1. Know Your Audience: The app targets a specific demographic willing to pay for in-depth analysis and diverse content formats.
2. Value Proposition Clarity: The benefits of subscribing are clearly articulated throughout the user journey, especially at the paywall.
3. Multi-Format Content: Integrating text, audio, video, and interactive elements caters to diverse consumption habits and increases engagement. 🎧📊
4. Strategic Tiering: Offering different access levels (Podcasts vs. Full Digital) can maximize market capture.
5. Trust & Transparency: Clear trial terms and renewal information are essential for high-cost subscriptions.

By deeply understanding its audience and delivering a feature-rich, polished experience, The Economist proves that legacy media can thrive in the demanding mobile app landscape, commanding significant revenue through a focused, value-driven strategy.