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Wall Street Journal seeks to broaden subscriber base in multi-million-dollar campaign


By Audrey Kemp, LA Reporter

June 11, 2024 | 3 min read

As ‘It’s Your Business’ unfolds across cityscapes, it spotlights WSJ’s impactful journalism and reaffirms that business is not just a sector – it’s everyone’s business.

wall street journal OOH

'It's Your Business' marks the outlet's largest marketing campaign in years. / Credit: WSJ

Business permeates every aspect of our lives, whether we realize it or not.

Recognizing this, the venerable business newspaper The Wall Street Journal (WSJ) has launched a bold new brand platform in the heart of New York City: ‘It’s Your Business.’ This ambitious endeavor marks WSJ’s most significant marketing push in years.

Developed in partnership with creative agency Mother New York, ‘It’s Your Business’ spotlights a range of compelling business topics covered by WSJ, from the politics surrounding electric vehicles to the emerging role of psilocybin in corporate boardrooms.

By bringing these stories to the forefront, the publication aims to illuminate WSJ’s renowned business journalism and its profound impact on both global leaders and everyday individuals seeking empowerment through knowledge.

wsk ooh at an ev station

Alex Dousie, senior vice-president and head of brand for Dow Jones and The Wall Street Journal, tells The Drum that the new brand platform showcases the business publication’s “hard-hitting journalism in a way that illuminates the real power dynamics at play” and the profound impact they have on everyone in society, not just on Wall Street.

Dousie adds that the articles WSJ selected to spotlight were a combination of top-performing stories and those that help shift perceptions about the business world.

“Take the ‘The Rise of the Forever Renters’ story, for example, which we paired with the headline ‘Make Lifelong Renting Your Business,’” he said. “Real estate coverage is a really exciting opportunity for WSJ, as it appeals to both our growth and core audiences alike. Even if they’re coming to the story from different angles, they’re all able to leave the reporting understanding the unexpected impact on their individual lives.”

According to Axios, the ‘It’s Your Business’ campaign signals WSJ’s strategy to attract a broader spectrum of business professionals beyond traditional finance investors and corporate executives. This shift aligns with WSJ editor-in-chief Emma Tucker’s vision of a “reader-first strategy,” focusing on areas where WSJ can offer distinctive coverage while engaging younger audiences.

The campaign rollout encompasses a series of innovative out-of-home activations, spanning from billboards to digital displays, strategically positioned in key growth markets such as New York, Miami and Dallas.

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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