Charlotte Tobitt of Press Gazette writes about The Wall Street Journal’s video team, which has grown to a staff of 65 with a strategy of creating content that’s worth paying for.
Tobitt writes, “Usefi was tasked with developing a video strategy that would complement editor-in-chief Emma Tucker’s overall “audience-first” vision that would bring in new subscribers and get them to engage with the brand as much as possible.
“Previously the WSJ was mainly focused on off-platform video revenue via the likes of Youtube and Linkedin.
“‘Everything was optimised for Youtube,’ Usefi said. ‘There were a lot of franchises, a lot of things that moved in a way that the algorithm really rewards.’
“But Tucker felt WSJ subscribers should be delivering for the audiences on its own platforms.
“Usefi noted that the WSJ is ‘not a cheap subscription’ and said they want to ‘deliver on that value.'”
Read more here.
