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Here's Why Google's Chairman Just Joined The Board Of "The Economist"

Leading the world's biggest digital business isn't enough for some.

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Schmidt will spend three years on the board, governing a company that includes The Economist magazine (they like to call themselves a newspaper, but hey) and other high-brow media businesses such as the Economist Intelligence Unit.

Over the years, Schmidt has served as a director of various institutions and companies, including Apple.

So what makes the top person at a revolutionary technology company want to get his hands dirty with a London-based current affairs magazine?

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3. It's a genuinely global brand with significant audiences in established and fast-moving emerging markets.

economistgroupmedia.com

This chart shows average circulation across five countries - that Indian figure will be particularly important to the company.

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6. It makes money.

Away from the doom and gloomness of the print-based media world, The Economist (part-owned by Pearson, the owner of The Financial Times) can say it's doing well.

Its operating profit of £68m in the year to March 31 was a record and it now makes 60% of its money from selling content, up from 44% five years ago - as opposed to selling advertising, which is increasingly difficult these days (thanks, in part to Google).

So if you were a jet-setting international media/technology executive looking to be involved in an influential, business-focused title with a global audience, The Economist is the one you'd choose.

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