NEW YORK: Dow Jones is conducting a b-to-b-focused brand awareness campaign in the US and Europe for WSJ., the lifestyle magazine spin-off from The Wall Street Journal.
Prior to the September 6 launch, Dow Jones, working with Goodman Media, the AOR for its consumer media group, promoted the magazine through meetings with media and advertising industry trade reporters in Milan, Paris, and London – cities where a high percentage of WSJ.'s advertisers are located. The company, acquired by News Corp. in 2007, will conduct additional European press briefings, according to Robert Christie, Dow Jones VP of communications.
It also held briefings with local business publications in New York, Chicago, Los Angeles, and San Francisco, as well as US unveiling events the week before the magazine's launch, Christie said. Goodman Media conducted event planning and press outreach for the launch events, added Tom Goodman, president and CEO, via e-mail.
Although a consumer magazine, the media outreach effort will be focused on reaching business-to-business and trade publications for the foreseeable future, said Christie. The magazine, to be produced quarterly until April 2009, when it becomes a monthly, will also expand its online presence in coming months, he said.
Despite an uncertain economy, the demographics of WSJ. readers – 42% of which are in top company management and 56% make $100,000 a year or more – signal that the magazine should thrive, said Christie.
“[WSJ.'s audience] is a very wealthy group of people, and regardless of the economic conditions, they still spend money and have a very affluent lifestyle,” he said. “We think the audience is right and, regardless of the economy, this was the right time for the Journal to launch this magazine.”