New WSJ Ad Campaign Aims to Change Perceptions About Paper

Last Updated on Tuesday, 19 January 2010 23:12 Tuesday, 19 January 2010 23:08

WSJ Gillian Reagan of The Business Insider examines the new advertising campaign for The Wall Street Journal, which uses the slogan, “Live in the Know,” and focuses on how the paper’s coverage of news has changed.

Reagan writes, “He said the Journal wants to attract new readers who might have a ‘dated view’ of the paper’s coverage. ‘We really wanted to invite more people who maybe haven’t read the Journal in two years and see what they can get out of it,’ Richardson told us.

“The campaign is mean to attract new readers to their paper, mobile and web editions. WSJ.com has about 4.8 million monthly unique readers per month and most of them are male and over 50, according to Quantcast. So they could use more women and younger users.

“A branding campaign that appeals to that crowd would fall in line with other Journal developments, including a new New York-centric culture section.

“In the video, young executives ride on subways and bustle around corporate offices. They scroll through the Journal’s iPhone app and spread open the print edition of the paper. ‘Right now, ten people are deciding the fate of thousands,’ the narrator of the video began, ‘A mother is choosing healthcare for her children and her parents. A young executive is preparing for a life-changing interview.’ There’s even a shot of a woman in an apron, standing in a storefront. The Wall Street Journal, according to the campaign, will be their ultimate guide for navigating, and being inspired by, the world.”