Last month The Economist, the weekly global newsmagazine, launched a morning briefing channel called Economist Espresso.
I’ll let The Economist explain what Espresso is all about: “Delivered to your smartphone or inbox before breakfast, it tells you what’s on the global agenda in the coming day, what to look out for in business, finance and politics and, most important, what to make of it.”
If you’re an employee communicator, here are the three principles of Espresso you should pay special attention to (I’ve highlighted the important parts):
- “Espresso brings you up to speed in just a couple of minutes at the start of your day.
- “It provides a concentrated, stimulating shot of global analysis that can be consumed quickly as part of your morning routine.
- “(Espresso) is designed to be ‘finishable’—gathering up what you need to know into a compact package, with no need to click on links to get the full picture. Read it, and you’re ready for the day.”
The Economist isn’t kidding about creating a “compact package” that can be “consumed quickly.” Today’s edition contains five articles, all of which are about 150 words. Although there are links to other content, there’s no sense that you’re missing anything by not linking: Each story is self-contained and complete.
Pay attention. This is the new standard for information: easy, compact, accessible anywhere, complete—in fact, just like a shot of espresso.
How well are your channels meeting this standard?