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Marketing in the New Media:Reaching and Retaining Customers
Colleen McCarthyProduct Manager
Dow Jones & Company
SSP Annual Meeting June 8, 2006
All Publishers Face Similar “New Media” Challenges8 Abundance of information available via the internet for FREE
8 New competition by content aggregators
8 Higher expectations from customers on level of service/convenience
8 Customers using multiple sources
8 Multiple delivery methods (print, online, mobile, etc)
8 Heavy use of search engines to find news and information
The Wall Street Journal Online Overview8 Brand Character: Unbiased, trusted, credible, indispensable,
authoritative, intellectual
8 Key Editorial Features: Constantly updated business news; unique interactive story telling graphic and special reports; in-depth company research and full Wall Street Journal archives.
8 Target Audience: 35 Yr old+, $100k+, users of competitive websites willing to pay for online content
8 Current Paid Subscribers – 760k+
Marketing Tactics that Utilize New Media8 Open Houses
8 Free Content and Sampling
8 Identifying “At Risk” Customers
8 Product Development
Open House
During Open House…*8 Unique non-subscriber traffic
increased by 160-170%
8 Total unique user traffic increased 35-45%
8 Big win: Increased qualified prospects via sweepstakes4 Over 90% of all sweepstakes
entries were non-subscribers4 Over 70% of all registrants
opted-in to free email trial or other DJ emails.
* Based on WSJ.com’s 2-week May 2006 Open House
Sample Content: Promotion from home page
Sample Content: Promotion from Portals and Blogs
Sample Content: Viral Marketing – Email This
Interaction with “At-Risk" Customers8 Identify at-risk customers
based on site usage/interactivity
8 Reinforce value of the product
8 Ease of use to renew
8 Keeping user contact information up-to-date
Unique Online Products: Personalization
Unique Online Products: Search
Unique Online Products: Community
