Lean Back 2.0 - updated February 2012

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Andrew Rashbass, chief executive of The Economist Group, on the impact that e-readers and tablets have had on reader behaviour, creating a ’lean-back’ approach which demands an entirely new way of thinking from media companies. Digital is not a zero-sum game, he suggests, it is a huge growth opportunity. To share your thoughts direct with Andrew, please email leanback at economist dot com

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WHAT A DIFFERENCE TWO YEARS MAKES Source: BrandAsset® Valuator USA, 2011 The Economist Custom Study (All Economist Subscribers)

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