The Economist has eschewed video partly because Rashbass does not believe there is real money in it.

He argues that good quality video is expensive to produce and does not get enough viewers to justify the investment.

"In contrast to U.S. companies that are looking to broaden their revenue streams through video and social media, The Economist wants its content to stand out even more as exceptionally high quality and worth paying for," Phillips said.

Or, as Rashbass put it, "Mass intelligence, that’s how we’ll win."