WSJ.com attracting more female readers

Erik Sass of Media Daily News writes about how The Wall Street Journal‘s website is using specific content to attract more female readers.

Sass writes, “One of the biggest changes is more content targeting female readers, although a new online section entitled ‘Journal Women’ has since been quietly scrapped.

“And it appears to be paying off, at least online. The last couple of months have brought a series of articles addressing issues of concern to women, which became some of the most widely read articles posted on WSJ.com. It didn’t hurt that they also courted controversy by touching on hot-button issues, such as race, gender relations, and teen sexuality.

“First January saw the WSJ publish an excerpt from Battle Cry of the Tiger Mother, by Amy Chua, titled ‘Why Chinese Mothers Are Superior,’ which almost seemed designed to provoke strong reactions from female readers trying to balance their personal and professional responsibilities. It succeeded admirably, igniting an online controversy and attracting plenty of media attention for the newspaper and its editorial thrust.

“Then February brought another opinion piece guaranteed to stir watercooler banter and online debate: in ‘Where Have All the Good Men Gone?’ in which author Kay S. Hymowitz argued that men are increasingly enjoying an extended adolescence through their 20s, putting off their adult responsibilities and leaving potential female partners in the lurch.”

Read more here.