Categories: OLD Media Moves

How the WSJ has grown student readership

Dawn McMullen, a senior editor at INMA, spoke with Wall Street Journal chief marketing officer Suzi Watford about its efforts to attract more readers.

Here is an excerpt:

INMA: What success within The Wall Street Journal are you most proud of at this moment?
Watford: The growth amongst student membership, the impact our optimisation group is having across many parts of the business, and the talent we have built.
INMA: How have you managed to grow student membership?
Watford: We have grown membership with students by understanding what they and professors need from WSJ, selling differently to them and colleges, integrating the WSJ into the classroom and increasing our on-campus presence.
INMA: How would you describe the impact of your optimisation group and what is its charter? Who are its members?
Watford: Our optimisation team is working across … marketing, ads, and news to think about everything from how we can use content recommendations to drive engagement to how to present information differently to be stickier.

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.