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WSJ Launches New Ad Campaign

The Wall Street Journal is launching an advertising campaign designed to illustrate the broad group of people who read The Journal.

The campaign was launched in the hopes of attracting more women and young readers, writes The New York Times. (With a similar goal in mind, the paper last summer expanded its fashion and style coverage.) The ads will run in magazines, in newspapers and on websites.

The ad campaign comes at a time when other newspapers across the country are reaching out to women in order to expand subscriber bases. While other newspapers are struggling to maintain competitiveness as readers and advertisers migrate online, the Wall Street Journal has bucked the trend: Dow Jones reported sharply higher earnings last quarter, thanks in part to a 5.1 percent increase in ad revenue from the Journal.

The paper has launched a number of initiatives to help increase revenue, including a Saturday edition, redesigned format, and ads on section fronts and the front page. Dow Jones has also reassessed the way it delivers news, making multiple changes to its news sites and other print publications.