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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

Contact information: Colleen McCarthy

colleen.mccarthy@wsj.comP: 212.416.4118