Categories: OLD Media Moves

WSJ’s digital strategy: Delivering content that drives value

The Wall Street Journal has conducted research for its digital strategy that discovered that the best way to proceed was delivering content that drives customer value, writes Melynda Fuller of MediaPost.

Fuller writes, “Some of the business objectives that came out of the study: enhancing the digital experience, delivering content that drives customer value and winning new audiences.

“The findings have now become the cornerstone of the brands digital product strategy.

“First, The WSJ applied what it had learned to its app.

“Maria Peterson, vice president of customer intelligence at Dow Jones, told Publishing Insider: ‘We’ve seen performance improve across all the aspects we were targeting. The app is more relevant — more members use it, and the app is habit-building. When our members are using the app, they go both deeper and broader, engaging with more pieces of content.’

“In fact, engagement has increased by 400% and the user base has grown by 10%.”

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.