Advertisers seem to like the redesigned Wall Street Journal, which debuted at the beginning of the year, wrote Michael Schwartz in BtoB magazine.
Schwartz wrote, “Jim Garrity, exec VP-CMO of financial services company Wachovia Corp., has been impressed with the redesigned Wall Street Journal, which rolled out Jan. 2.
“‘They did their homework and are using the publication in a holistic sense, which is where print fits in with their customers’ needs,’ he said. ‘They’ve made a shift editorially to do more coverage of the business of emerging technologies, emerging media and how to communicate with your customers, which gives me another reason to read the Journal every morning.'”
Later, Schwartz added, “Al Ries, chairman of market strategy firm Ries & Ries, said smaller ad units in the revamped Journal will give marketers more visibility than before. ‘It’s still a powerful ad vehicle for the b-to-b crowd,’ he said. ‘In terms of reaching top management, you can’t beat the Journal. [Advertisers] can count on top managers going through every page.’
“While generally praising the changes, marketers seem to be taking a wait-and-see approach on whether they will boost their ad spending in light of the Journal’s redesign.”
Read more here.
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