Marketwatch is reporting that Dow Jones has hired consulting firm Booz Allen Hamilton to find ways to increase its revenue through blogs and other products.
Reporter Shira Ovide wrote that Wall Street Journal publisher Gordon Crovitz “said in an interview that the company is evaluating potential new specialty products similar to blogs related to legal affairs, politics and technology launched recently at MarketWatch and the online edition of The Wall Street Journal. He also said there are ideas for new marketing initiatives, such as ads with scented inks.
“He said Booz Allen would help Dow Jones evaluate how potential new products would make money, whether through advertising or subscription fees, and ensure Dow Jones has the right staffing for new products and projects planned throughout the company.
“‘We think there are enormous opportunities for the Dow Jones, Journal and MarketWatch brands,’ Crovitz said. ‘We want to be sure we’re taking a wide enough view of our opportunities.'”
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