Christiana Sciaudone of A Media Operator examines the success of The Wall Street Journal’s “It’s Your Business” campaign.
Sciaudone writes, “The campaign drove incremental site traffic in nine out of the 10 markets where it ran. The ‘out-of-home’ campaigns drove a 19% uplift in people recommending the publication, and over half of those exposed to the campaign would be somewhat or very likely to recommend WSJ to a friend/family member. The campaign also saw an uptick in a user’s likelihood to subscribe.
“A key to the campaign was the participation of the newsroom. Traditionally, there has been a so-called ‘Chinese Wall’ between the business side of news and the newsroom itself to maintain editorial integrity and not allow commercial influences to interfere with reporting. When broken, it has made waves. Case in point: CoinDesk.
“The newsroom’s participation is no accident. Sherry Weiss, the Journal’s chief marketing officer, and Emma Tucker, editor in chief, both joined about two years ago and made a point to reset how the two teams engaged with each other. Today, the relationship between them is strong, while also being very conscious of the need to protect editorial integrity.”
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