In my inbox today was an email from The Economist. Nothing unusual there; I am a subscriber after all. What was interesting was the news of the new ‘Economist iPhone App’.

Well, everyone else is doing it. Shouldn’t be surprised, should I?

So, I’ve dutifully downloading the App and bang – there on my lovely iPhone 4 is all the content of this week’s edition (woes about Ireland and the Euro, the future of Japan, and all the usual stuff).

Easy to navigate; simple to use; complete with cartoons in nice, clear colour.

Truly, a marriage made in heaven: the best mobile phone/media device in the world and one of the top content providers.

But there’s more...

Amazingly, you can also download an audio file to accompany the written version, with all articles reproduced in high quality spoken recordings (3-4 hours’ worth to my reckoning). Ok, it takes 5 minutes to download, but boy what unexpected icing on the cake.

So now the Economist is not just a printed newspaper, it’s also a digital companion, going wherever you go, and a talk-radio station playing whenever you want it.

‘Calm down’, you may say; after all, we’re only talking about a newspaper – and one that’s focused on economics and politics.

True, but it’s also an example of that most modern of phenomena: the mash up between new technologies and the content that makes them worth having.

Nobody told me about the engagement, but I’m glad I’m invited to the party.