‘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. Print ads feature original portraits by photographer Platon, and banner ads give users access to a micro site with video versions of each celebrity’s story. The tagline is “Every Journey Needs a Journal.”

Marks said the campaign is the first to promote the paper’s print and digital products (including online and mobile editions) in an integrated fashion. She said it was “the next step in a long-term plan” to boost individual paid subscriptions, which were up 9 percent last year, although overall circulation was down between 1 and 2 percent due to decreases in bulk subscriptions.

The Journal would not discuss spending for the campaign, but sources put it at approximately $15 million for the year. It will target popular Web sites such as Yahoo and AOL, as well as the print and online editions of magazines including People, O and Esquire. Daily papers are also in the mix, along with point-of-sale displays.

Last fall, the Journal introduced a Saturday edition with arts and leisure features to help draw younger readers and women. The campaign will highlight such non-financial coverage as well.