Goldberg to expand 'WSJ' network

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In the past five years since joining Dow Jones & Co., Matt Goldberg helped launch successful initiatives to bring Wall Street Journal content to office buildings and to offer customized cross-platform marketing programs for clients across the company's multiple brands. By recently stepping into another role, the new position of senior VP-digital strategy and operations at the Wall Street Journal Digital Network, Goldberg hopes to formalize what he's been doing at the company and ensure that the Journal has a disciplined approach to its digital strategy going forward. His promotion follows a decision by News Corp. Chairman-CEO Rupert Murdoch to have a significant portion of's content remain available only to paid subscribers. “Our strategy is to free up as much content as we think makes sense to create a great front porch where people can experience very high utility content experiences, very high-tool experiences that get people excited about what the Wall Street Journal franchise stands for,” Goldberg said. “We want to find ways to charge additional premiums for deeper sets of content, industry specific information tools and communities.” Goldberg won't disclose specifics but said he already has a number of projects in the pipeline. He has set four top objectives for himself and his team: He wants to differentiate the company's content from competitors' and offer it alongside nonproprietary content in new ways; find ways to connect the audience to the Journal as well as advertisers; customize a users' experience by providing them with additional content; and create industry-leading tools for users. A free downloadable application for Windows Mobile users, announced on the same day in February as Goldberg's promotion, fits well with his goals because it gets content into users' hands and is the Journal's first foray into truly ad-driven mobile applications. “It's early, but we're excited about the initial feedback,” he said. “We know a downloadable app isn't always the first choice. We know our WAP site has to be terrific.” He added, “We're not looking to be bleeding edge. We're looking to delight and surprise our audience.” Goldberg thinks he developed a can-do spirit in his first job out of college, as an assistant to then-Illinois Governor James Edgar. It was that spirit, he said, and an ability to bring a fresh set of eyes to different situations, that led him to jobs as a consultant to Yahoo, a campaign officer for the Liberty Party of Australia and several positions at Bertelsmann in New York. Goldberg joined Dow Jones as director of market strategies for The Wall Street Journal in 2003 and, since 2006, had served as VP-franchise development and partnerships for the Dow Jones Consumer Media Group.
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