According to Brand Channel, The Wall St Journal has recently been relaunched. The new payoff line “live in the know” is a step away from the “every journey needs a journal” angle the paper adopted a few years back. But will it work. Here is the new ad – strong, all the right images, all the right words – as David Taylor from the Brandgym would say – “plenty of sizzle”. But: where’s the sausage? I.e. enough to appeal to new readers? Is the paper doing enough to adapt to the changing technological climate – i.e. the advent of soundbyte news (Twitter), News communities (Facebook), not to mention the burgeoning e-book/reader market?
An indie site http://www.newspaperdeathwatch.com/ predicts that the last newspaper will fall on North American doorsteps in 2043 – that’s when the current readership (ave age 50 years) finally kicks the bucket. The Wall Street Journal seem to know this – and are discounting wildly in an attempt to appeal to a younger reader. For instance, you can get a monthly subscription to the WSJ for just US$10 – compared to the $189 seven years ago. But as BrandChannel asks: too little too late?
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