Inside The Wall Street Journal’s latest push for new subscribers

Digiday 30 Apr 2021 04:01
April 30, 2021 by Sara Guaglione

The Wall Street Journal is going on a subscriber acquisition spree in the two months before its fiscal year ends on June 30, having debuted a new brand marketing campaign this week, and next month temporarily dropping its paywall for the first time this year.

Called “Trust Your Decisions,” the campaign launched this week and focuses on the role the WSJ plays in readers’ decision-making processes in business, finance and in their personal lives. That’s a shift in messaging from the publication’s previous campaign, “Read Yourself Better,” which launched in November 2019 to tackle the issue of widespread misinformation.

As part of its brand push, the WSJ is planning to hold an “open house” on May 20 in which it will drop the paywall on its site to let all content be accessible for free for the day, said Suzi Watford, evp, consumer at the WSJ’s parent company Dow Jones.

The tactic serves as an “extremely good way to market and sample content, which is the best way to grow that [brand] consideration,” and also “should help to turn ‘colder’ audiences into future subscribers,” she said. However, readers will need to register with their email, which allows the WSJ to continue to market subscriptions to them after the open house. The WSJ last dropped its paywall on Election Day in 2020.

Continue reading original article...


WSJWSJDow JonesSuzi WatfordBarrons
You may also like