The Wall Street Journal has begun a new marketing campaign with the theme "Make Time," designed to gain broader readership amid fierce competition in business journalism.
The premise is simple: Even the busiest people -- by implication the most successful -- make time to read the Journal. But it's also a reminder of the onslaught of media and demands confronting readers. The nearly infinite supply of distractions online has even led to an effort to charge advertisers by the number of minutes a publication can capture from readers, rather than the usual metric of how many readers stop by.
The push will run in print, on out of home signs, in digital media and on TV, according to the Journal. Executions will appear in New York subway stations, in Tokyo's business district, on in-flight videos, and in business lounges at Heathrow and London City airports.
"We are aiming for a combination of ambitious people who really do read the Wall Street Journal and who do not know how valuable the Journal can be," said Gerard Baker, editor in chief at the Journal. "If you are ambitious and you are working very hard, you need to make time to read the Wall Street Journal."