Bets on Outperforming ‘WSJ’

NEW YORK guarantees marketers a refund if their ad dollars fail to work harder on the online property than in The Wall Street Journal in a new trade campaign that broke this week.

The ads running in online and print trade publications encourage advertisers to “Take the Challenge!” Campaign spending was undisclosed.

Advertisers who are interested in participating in the program must commit a minimum of $150,000 on and comparable spending over a similar time frame in the WSJ. The messaging in the online and print creative executions also must be similar. InsightExpress, a Stamford, Conn., independent research firm, will measure cross-media ad effectiveness.

This is not the first time has used a money-back guarantee tactic to attract advertisers. In September 2002, the New York-based Web publisher introduced a program that promised to reimburse any advertiser that committed to spend at least $100,000 over 60 days on the site if they did not see a statistically significant boost in their brand metrics. The spending level rose to $150,000 in January.