OLD Media Moves

How the WSJ uses data and engagement to drive digital subs

Shelley Seale of the International News Media Association writes about how The Wall Street Journal uses data and engagement to drive digital subscriptions.

Seale writes, “The objective was to monetise the WSJ’s high-quality journalism with new and diverse audiences to deliver on short-term goals and build a foundation for long-term growth. Buckley said to do this, the company focused on three pillars of growth: habitual scale and reach, customer choice, and habit.

“‘The No. 1 primary goal to grow is understanding the importance of scaling and fattening the funnel,’ Buckley said. This focus also applies to their media-buying strategy.

“WSJ developed a wave acquisition funnel strategy to amplify and optimise owned and paid media efforts to effectively and efficiently acquire new members. The aim of building the prospect funnel was to increase awareness and consideration to subscribe. To do this, driving up frequency of return visits is key. Most of their time is spent not in trying to get potential subscribers to buy, but in warming them up.

“‘We focus on finding net new, and then once they’ve come to the site or they’ve been engaged with The Wall Street Journal, get them back more often,’ Buckley said. ‘It’s a frequency play.'”

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.

Recent Posts

Banking Times acquires The New Fiver

Banking Times has acquired the domain name "The New Fiver" for an undisclosed amount, aiming…

6 hours ago

Canadian Press hires Duggan as a reporter

The Canadian Press has hired Kyle Duggan as a reporter. Duggan has been an Ottawa-based reporter for…

12 hours ago

Bloomberg Media launches Bloomberg Live Q&A

Bloomberg Media is starting a new service called Bloomberg Live Q&A, an audio-based platform that…

13 hours ago

Miao to cover China economy for WSJ

Wall Street Journal reporter Hannah Miao is moving to Singapore to cover the China economy.…

1 day ago

FT taps Foy to cover European banking

Financial Times reporter Simon Foy is now covering European banks. He has been covering accounting for the…

1 day ago

Debtwire seeks a private credit reporter

Debtwire, the leading provider of global fixed income news, analysis and data for more than…

1 day ago