How the WSJ is pushing for more subscribers
Sara Guaglione of Digiday writes about The Wall Street Journal’s latest push for more subscribers.
Guaglione writes, “As part of its brand push, the WSJ is planning to hold an ‘open house’ on May 20 in which it will drop the paywall on its site to let all content be accessible for free for the day, said Suzi Watford, evp, consumer at the WSJ’s parent company Dow Jones.
“The tactic serves as an ‘extremely good way to market and sample content, which is the best way to grow that [brand] consideration,’ and also ‘should help to turn ‘colder’ audiences into future subscribers,’ she said. However, readers will need to register with their email, which allows the WSJ to continue to market subscriptions to them after the open house. The WSJ last dropped its paywall on Election Day in 2020.
“‘We see an opportunity to attract new members, drive further consideration for the brand and demonstrate how useful the Journal can be,’ said Watford.”
Read more here.