Marketing
Le geek, c’est chic
What content providers need to do to cater for the mass intelligent
Zoe Tabary | June 8th 2012 | @EG_MgtThinking
In 2007 the American research group MRI defined the elite market as those who subscribed to, or attended, at least two of the following: the New Yorker, The Economist, Atlantic Monthly, HBO, art galleries, theatre or classical concerts. It found that a third of this group also read People magazine, watched American Idol and subscribed to ESPN. Andrew Rashbass, CEO of The Economist Group, describes this phenomenon as the rise of the “mass intelligent”, that is, the intellectually curious as opposed to the elite market. Apart from making me feel better about watching both the Big Bang Theory and Embarrassing Bodies, Mr Rashbass’ observation got me wondering about the reasons behind this new type of media consumer.
