Kira Willner, senior vice president of product and business strategy, wealth and investing at Dow Jones & Co., writes on the International News Media Association website about how the company’s strategy varies by publication.
“Our new brand campaign for MarketWatch, ‘Don’t Short Yourself,’ is a signal to motivated, young individuals seeking clarity in a complex world that MarketWatch can be their indispensable guide. Launched just last month, this campaign positions MarketWatch as the financial news brand for a new generation looking to grow financially but unsure where to turn.
“The campaign reminds users to step back, think long-term, and take control of their financial future — directly addressing the tendency of younger investors to chase short-term gains at the expense of their long-term potential.
“When readers are ready to dive deeper, our strategy shifts to conversion and community building.
“Established in 1921, Barron’s has a long-standing legacy, known for its authoritative analysis and in-depth coverage of global financial markets. Its critical insights serve financial professionals, asset managers, investors, and industry leaders across the business community.
“With Barron’s, we have expanded our offerings to include premium products, allowing readers to delve deeper into the content they value.”
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