OLD Media Moves

WSJ, Barron’s Group offer advertisers a guarantee

The Wall Street Journal and Barron’s Group are giving potential clients an additional incentive to advertise in their print pages, reports Sara Jerde of Adweek.

Jerde reports, “The two News Corp.-owned publications will offer an unusual guarantee to print advertisers who take out an ad between April 1 and June 30, the company will tell clients today.

“The ad must achieve at least a 70% recall rate, a benchmark measured by Research and Analysis of Media (RAM), a third-party international research firm. If it doesn’t, those advertisers will be offered the same-size ad and placement for free within two weeks of the original ad’s run date.

“‘I want to do something that’s meaningful and benefits as many partners as possible, but is simple,’ said Josh Stinchcomb, global chief revenue officer of The Wall Street Journal and Barron’s Group. ‘We need solutions right now that can actually move the needle for them from a business perspective,’ a straightforward offer without any ‘complexity’ and ‘nuance’ to complicate it, he added.

“Stinchcomb said he wanted to offer a program while the Journal’s journalism has been ‘rich in attention,’ which he wants to replicate for advertisers.”

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.

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