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.

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