• Guardian, Wednesday, August 12, 2009 11 PM

The Economist has launched a single copy subscription service in the U.K. that allows readers to order just one copy of the magazine for home delivery the next day. Readers can place an order online or via text message for a copy of the latest issue of the weekly publication. The cost of the delivered magazine is the same as the newsstand price.

"Economist Direct presents a fundamental shift in how we think about more casual readers," says Isaac Showman, marketing manager. "We believe it's the first such service offered by any newspaper or magazine."

The service is designed to attract readers who don't want the commitment of a weekly subscription, but want the convenience of home delivery. The magazine eventually aims to offer the single-magazine delivery via Facebook and Twitter.

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