WSJ Holds Online Open House
The Journal hopes to add paid subscribers, and make a few bucks on advertising along the way.
The Journal hopes to add paid subscribers, and make a few bucks on advertising along the way.
The Wall Street Journal is reprising its “open house” marketing effort, opening up its online edition to the general public for a week in hopes of luring more paid subscribers.
Beginning November 7, the “open house” will offer all of Online Journal’s content up to non-subscribers, with key advertisers footing the bill. Companies like Sprint, Charles Schwab and Chase Bank USA will each sponsor a day of the promotion, and will be featured prominently in online and offline properties of Online Journal parent Dow Jones & Co.
Sponsors’ ads will be shown almost exclusively on the Online Journal site that day, and sponsors will be integrated into advertising that will run on more than a dozen Web sites, as well as in the Wall Street Journal, MarketWatch and the print version of Barron’s. Local radio ads in the New York area will also promote the open house.
As a result of the “open house” last year, more than 90 percent of the people who signed up for a free trial became paid subscribers, according to Todd Larsen, president of consumer electronic publishing at Dow Jones. According to Dow Jones’ latest SEC filings, the company has 764,000 paid subscribers, up 9 percent in the last year, with 172,000 visiting the site on an average day.
“One of the many advantages of the paid content model is that we have the opportunity from time to time to open our site up in order to showcase our many great features to hundreds of thousands of potential new subscribers,” Larsen said.
The stated goals of this year’s open house are similar to those of the 2004 campaign — driving increased traffic to the site, attracting new subscribers and providing incremental advertising revenue. Last year, weekly unique visitors increased by 90 percent over the weekly average, and nearly 10,000 new subscriptions resulted. The annual subscription price for the Online Journal is $99, while print subscribers pay a discounted price of $49.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article