'Journal' debuts brand campaign

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Dow Jones flagship aims to attract younger audience, more women readers

In an effort to broaden its reach to women and younger audiences, The Wall Street Journal this month unveiled its first brand campaign in 10 years. It is also the first ever to tie together all the Journal platforms, including print, online and mobile.

The campaign, which has the tagline "Every journey needs a Journal," features famous people in business, sports and entertainment, and shows how The Wall Street Journal has inspired them on their life journeys. Mcgarrybowen, a New York advertising agency, developed the campaign. The budget was undisclosed.

"Our main objective is to make the Journal relevant to a broader group of people," said Ann Marks, CMO of Dow Jones & Co., which publishes the newspaper. "The Journal [audience] is disproportionately male, and we want to reach out and be as broad and diverse as we possibly can."

Jim Gregory, CEO of brand consul-tancy CoreBrand, said the strategy is a good move for the Journal, which has made recent changes to its design, content and distribution.

"It is a much more user-friendly publication, from the `Weekend Edition' to the smaller size. I really think they are going a long way toward making it more appealing," Gregory said. "It doesn't surprise me that they are developing a branding campaign around it to reach out to a wider audience and a more in-depth audience. I think it is for the better."

The campaign showcases legendary figures including singer and songwriter Sheryl Crow; Olympic Gold Medal boxer and head of Golden Boy Promotions Oscar De La Hoya; Jake Burton, the founder and chairman of Burton Snowboards; David Neeleman, founder and CEO of JetBlue; and Alice Waters, chef and founder of Chez Panisse restaurant in Berkeley, Calif.

"This is the first campaign that has ever been done for The Wall Street Journal brand as a whole," Marks said. Print and online ads show the Journal's flag with three icons beneath representing print, online and mobile.

"The campaign speaks to the content and embodies the whole brand, whether you get it in print, online or on a mobile device," Marks said.

There are currently 10 different print executions, running in publications including Newsweek, People, SmartMoney, Sports Illustrated and Time, as well as major metropolitan newspapers including the Chicago Tribune, Los Angeles Times, New York Times and Washington Post.

Online ads are running on companion Web sites to the print properties, as well as on portals such as Yahoo and AOL.

The ads tell the stories of how the Journal has inspired individuals in their businesses and in their lives, spotlighting specific sections of the publication.

For example, an ad featuring Crow shows the health section of the Journal and tells how she used it as a resource to fight breast cancer.

An ad featuring Neeleman discusses how the business and financial news in the Journal inspired him to start his own business and helps him stay on top of trends.

Print and online ads provide a link to more in-depth content on a Web site (, including online videos with interviews of the individuals and people who know them. The banner ads and Web site were created by T3, New York.

The campaign also has a social media component. On its Web site, the Journal is encouraging users to post their own stories, which may be featured in upcoming versions of the campaign.

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