The Economist would like to portray its reader-base as knowledgeable as opposed to readers of tabloids, and other gossip magazine.
Jordan here refers to a model (real name Katie Price). Her profile can be seen: http://en.wikipedia.org/wiki/Jordan_(model)
In many places in the UK, many people would instinctly think Jordan the model when hearing the name Jordan.
Whereas, more discerning Economist reader.. one should hope, would think more of Jordan as the country.