'WSJ' Targets Youth With Celeb Effort

The stereotype of a Wall Street Journal reader—mid-50s, affluent and male—is pretty close to the reality, according to the paper’s own research. But the Dow Jones publication continues its efforts to expand its audience with a national branding campaign that kicks off this week.

The campaign, which marks the first work for the Journal from mcgarrybowen, New York, will feature a diverse mix of celebrities—including JetBlue founder David Neeleman, singer Sheryl Crow and chef Alice Waters— discussing how the paper has had “relevance to their lives,” said Ann Marks, CMO, Dow Jones.