An extension of the WSJ brand

Tara McMeekin, the editor of News & Tech, writes about the WSJ. magazine and how it is building a new audience of Wall Street Journal readers.

McMeekin writes, “In addition to fueling an increase in the number of companies advertising in Dow Jones’ products, WSJ. gave The Journal an additional boost in Saturday single-copy sales. Equally important, the magazine helped transform how advertisers and ad agencies view The Journal franchise.

“‘In addition to having an influential audience, The Journal has a very affluent audience that spends a lot of money on consumer goods — and having this environment where they are comfortable with that in a magazine, glossy environment — it’s had a halo effect on the franchise overall,’ she said.

“Fish in a barrel as it may have appeared, Leach said it was still risky to launch a magazine geared at subscribers whose demographics indicated weren’t heavy consumers of lifestyle magazines.

“‘Our perception was that other magazines don’t have the quality and depth of coverage that would interest Wall Street Journal readers,’ she said.’We had to make a magazine that our readers would love — and we’ve definitelysucceeded in that regard.'”

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