News Corp., parent company of The Wall Street Journal, spent $5 million last quarter on a marketing campaign promoting the Journal, executives said last week as News Corp. reported its latest financial results.
The print, TV, digital and out-of-home campaign -- called "Make Time" -- enlisted luminaries like performer Will.i.am and designer Tory Burch to explain why they, in fact, "make time" to read the Journal.
Agency The&Partnership created the campaign.
The marketing effort last quarter came as the Journal faces competition not only from traditional news outlets such as Bloomberg or the New York Times, but also fast-growing digital publications such as Business Insider and Quartz. Earlier this year, Bloomberg revamped its online presence and rolled out a $1 million ad campaign to promote it.