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Why The Economist is publishing on a messaging app called Line

Digiday

The Economist has added another social channel to its distribution strategy, Lucinda Southern writes. The Economist is now publishing to Japanese messaging app Line, where it will “prioritize more visually compelling and evergreen content” than it does on Facebook or Twitter. Line has 212 million monthly users who are mostly located in Asia, and publishers including the BBC and Wall Street Journal have also started publishing on the app. The Economist’s deputy community editor Denise Law says: “Line offers an interesting audience that we don’t have access to. There’s a universe of younger readers particularly in Asia and the U.S. that wouldn’t know to go to Economist.com, so we go to them.”

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