For subscribers
A newspaper's strategies to stay profitable
The Wall Street Journal aims to remake itself, to draw new readers while retaining loyal subscribers
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A strategy team, focused on boosting subscriber numbers, came up with a report that said The Wall Street Journal should attract new readers - specifically, women and younger professionals - by focusing more on topics such as climate change and income inequality. Among its suggestions was to feature more women in all the paper's stories.
PHOTO: NYTIMES
The Wall Street Journal is a rarity in 21st-century media: a newspaper that makes money. A lot of money. But at a time when the United States population is growing more racially diverse, older white men still make up the largest chunk of its readership, with retirees a close second.
"The No. 1 reason we lose subscribers is they die," goes a joke shared by some Journal editors.
