Barron’s is targeting millennial readers with its Barron’s Next product, reports Max Willens of Digiday.
Willens writes, “Rather than reorient a publication that’s been around for nearly a century, Barron’s has rolled out a digital offshoot, Barron’s Next, which traffics in quick analysis, video, and a custom-built stock index it hopes will give millennials an easy way to understand the economy and begin to take their first steps as investors.
“‘We think of them as consumers first,’ said Alex Eule, the editor of Barron’s Next. ‘I think there’s a very big appetite and a very big need for this kind of journalism.’
“Barron’s Next will publish five to six stock-specific stories per day, most around 200 words, a daily video reacting to market movements, plus a bevy of personal finance stories. While the topics on Next and Barron’s will be the same, the form of Next’s content is a far cry from the in-depth analyses typically found between the covers of an issue of Barron’s, where stories regularly stretch past 3,000 words.
“What Next offers instead is a way for inexperienced, or unfamiliar readers, to familiarize themselves with the stock market and the Barron’s brand at the same time. The first key tool for doing that is the Next 50. Unlike the S&P 500 or the Dow Jones Industrial Average, which are designed to give a snapshot of all, or a good portion of the economy as a whole, the Barron’s Next 50 is more a collection of companies that ‘young consumers love,’ according to an introductory post.”
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