Oh Snap! You Won’t Believe What Social Network The WSJ Joined

The Journal is "discovering" an entirely new audience.

Let’s play a comparison game, shall we?

When you think of the Wall Street Journal, what comes to mind? Buttoned-up folks who adore talking about a bull market, asset class diversification, money scripts and a few other terms we didn’t know existed before we looked them up 15 minutes ago.

Now, do the same for Snapchat. The word conjures up images of hipsters who smell like cloves and free range coffee, people who appreciate the more clandestine things of life.

Ready for your PR routine world to flip on its axis? The WSJ wants to reach out to a younger demographic and has joined Snapchat.

According to re/code, Snapchat’s latest toy — Discover — has attracted more than the random organic grains lover who gets from reading party to reading party via banana-seat bicycle. Notable publishers have checked into the fugacious social network too, because this could be the connection with content from news organizations including newspapers, magazines and TV networks, to the coveted millennial demo.

Most recently, the Journal.

Benefits to the Journal are obvious. Snapchat provides a platform where it can reach a (predominantly) new group of readers. But Snapchat could benefit, too. The app has amassed more than 100 million daily active users, but will need to appeal to an older demographic in order for that number to keep climbing. Adding publications like the Wall Street Journal might help with that.

With Snapchat seeing the benefit for publishers in the Discover mode, advertising and sponsorship opportunities will no doubt be expanding with more ads beyond the current cap of five per month.

And with Snapchat’s recent valuation from Fidelity costing the social media network a 25-percent drop, they need all the good PR they can get.

(Oh, don’t feel bad. Snapchat is only worth $14 billion now. Poor bearded, tweed-adorned hipsters.)

[FEATURED PHOTO: Our sister Adweek blog, Social Times]