Just one month after the New York Times revealed the anemic uptake of NYT Now, The Economist has launched its own news app, Espresso. As a news product, Espresso is curious. The invitation to subscribe is compelling. But once past the paywall, neither the content nor the UX are particularly differentiating.
Espresso may well be an effort to test the waters of a marketplace already teaming with smart news apps. The concept of the product seems squarely aimed at generating new digital subscriptions, which it should do very effectively.
What separates Espresso from other news apps is the full bore marketing muscle The Economist put behind its launch. A full-page Apple-esque wrapper on this week’s print edition is a beacon on the newsstand. Online roadblocks are equally effective.
Perhaps the lasting impression of Espresso will be the sheer brand capital that The Economist has invested it its launch. On the landing page and front-cover (wrapper), the space normally reserved for the World’s Most Important news event, this week features the Espresso logo solo under the headline, “Your morning head start.”
Overall: 6.83
Revenue Potential: 7
Espresso is a good example of a mobile product centered on reader revenue. With so much owned-media behind it, Espresso should be a big driver for new subscriptions. The outlook, though, is dimmed because the product itself is limited.
Value to Brand: 7
Espresso feels like it is more than an app to The Economist. By claiming - and naming - the product for morning, The Economist is going for recognition where it had none before. And by promoting the app so prominently this week, no doubt trial of Espresso is off the charts. The real test will start when Espresso disappears from newsstand covers and is replaced by word of mouth, in one form or another.
User Experience: 6
Seamless and simple with an elegant drive to sign-up. Once you are in, swipe through five or so blurbs and you are finished for the day - no content refreshes until tomorrow. Espresso is designed for morning use only, which may be its undoing in the face of apps from the competition that update more frequently.
Published by The Economist:
Espresso