Master Class by Bill Emmott, the Economist’s Editor-in-Chief

The master class was initiated by TNK-BP Ukraine for leading journalists of Ukrainian business media.

In his opening address Serhiy Lizunov, the President of TNK-BP Ukraine, pointed out that the “systematic and transparent interaction with mass media promotes increase in company capitalization and is not less important than production”.

Bill Emmott used to be an editor-in-chief for The Economist during 1993-2006. During his term as an editor-in-chief, the Magazine’s circulation doubled and exceeded one million copies per week!

For 6 hours Bill Emmott was sharing his experience as an editor-in-chief for The Economist and answered numerous questions from Ukrainian journalists.

Bill Emmott explained the Magazine’s commercial success by the fact that they prefer to sell analytical articles intended for a highly educated intelligent reader, rather than sell such a cheap product as news stories. What promotes the success on the media market, in his opinion, is the Magazine’s independence and the fact that it is beyond the Establishment. “We are outsiders, we stay beyond the conservative conspiracy of politicians, government and business representatives”, he stressed while speaking about the exceptional significance of a magazine’s reputation. In its work, The Economist adheres to the principles of accuracy and reliability, which helps us win our readers’ trust. Should we lose it, insists Bill Emmott, the Magazine will die”.