As reported by Mobile Marketing a couple of weeks ago, The Economist launched its iPhone and iPad apps in the Apple App Store on Friday, 19 November. The free apps include a weekly sample of must-read articles chosen by the editor. Digital and print subscribers receive full and unrestricted access to The Economist on iPad and iPhone, whilst full access to single issues is available through In App Purchase.

The Economist is supporting the global launch of the apps with a mobile ad campaign created and executed by Yodel Digital to drive downloads on both the iPad and the iPhone. The activity has been driving downloads in English-speaking countries such as the UK, US and Australia, as well as big smartphone markets such as Japan and Singapore. Using networks including AdMob and Adsmobi, the campaign helped the The Economist reach the No.1 spot in the iPad free apps chart in 25 countries, including the UK, US, Singapore, Australia and Switzerland.

Anna Rawling, launch marketer for The Economist digital editions, says she is delighted with the campaigns performance. She says: “Yodel have done an excellent job in helping us plan and implement mobile advertising to support our global launch marketing objectives.”