'WSJ' Campaign Targets Younger Demos, Highlights Business Journalism

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.”



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. 



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