“It's getting more engaging,” she said. “I need to see more graphics and more frequent updates. But traffic is growing for them, and I think we're going to see more microtargeting, which would attract more loyalty to the site.”
O'Rourke said Aetna is experimenting with different ad units on WSJ.com but has not yet made any major commitments.
Delahorne said CDW hasn't decided whether to raise its overall ad spending with Dow Jones, but added he has been impressed with the various changes both in print and online.
David Rittenhouse, senior partner and media director at Neo@Ogilvy, a division of OgilvyOne Worldwide, said: “They're making the site richer and more dynamic.” The biggest challenge going forward, he said, is how to give away content and still hold a premium audience.
A person familiar with the situation said Murdoch is now focusing almost exclusively on making changes to the print edition of the Journal and will then shift his attention to WSJ.com.
Lately the print edition (1.7 million circ.) has been running more breaking news on the front page, with enhanced coverage of the nation's capital on the inside.
“Weekend Journal,” which runs on Friday, last month added a sports page. It includes “Tactics,” a regular column by Darren Everson, and “Game Time,” a selective rundown of sports events soon airing on TV.
On Sept. 6, Dow Jones will debut WSJ., a glossy lifestyle publication that will be delivered to 800,000 subscribers of the Journal as an insert in the newspaper's “Weekend Edition.”
Dow Jones is betting that the various changes will give a boost to the print Journal and broaden its ad base. In the third quarter, the last period for which ad numbers were available, ad revenue for the print Journal fell 2.9%, compared with the same period in 2006. The decline was primarily due to a sharp decrease in technology advertising revenue, which more than offset increases in financial and general advertising. M