The Wall Street
Journal is hitting New York streets with an ad campaign centered on its new brand platform: "It’s Your Business."
The work highlights the deep dives the newspaper takes into
business journalism, hoping to widen its demographic base.
Mother New York handled creative. Media agency MediaHub focused on growth targets for the campaign.
Alex Dousie, senior vice
president-head of brand of Dow Jones and The Wall Street Journal, told Agency Daily: “'It’s Your Business' puts WSJ’s world-class journalism at the heart of
our brand story. By contextually placing our ads in and around the places that our stories reference, we’re showcasing the distinctive reporting in a way that people can truly sense its
real-world impact. We believe “It's Your Business” has true longevity and will excite new and current readers for years to come.”
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The multimillion-dollar campaign includes
OOH ad placements — billboards, office building signs and high-impact digital signs in specific, high-trafficked areas — such as Penn Station and Grand Central Terminal. More contextual
ads go live across New York the week of June 10.
Paid media spend includes social media: Instagram, TikTok and Reddit. Additional key target markets are Miami and Dallas.
The campaign
dovetails with editor-in-chief Emma Tucker's decision to turn the WSJ's newsroom into a "reader-first strategy.” The goal is to attract younger audiences versus a reliance on financial
investors and top-tier executives.
The tagline “It's Your Business” is meant to "shift the perception of the Journal that prospects may have. Those who think the
Journal isn't for them,” Sherry Weiss, Chief Marketing Officer of the WSJ's parent company Dow Jones, told Axios.