What Can The Wall Street Journal's New Ad Campaign Tell Us About Its Future?

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The Wall Street Journal shared the first look at its new multimillion dollar brand campaign featuring a new tagline ⁘It's Your Business⁘ on Tuesday.

At the outset of the campaign, senior vice president of brand marketing Alex Dousie said the Journal had three goals:

"Our name, The Wall Street Journal, is one of our greatest strengths, but arguably one of our greatest weaknesses as well," Dousie said. "For that audience, they hear it and they go, 'I'm not interested in Wall Street. So why should I read you?'"

"What we're trying to do here is to get that audience to understand [that], no, the type of content we're writing about not only should be right for them — it should be interesting to them — but it's really imperative for them to advance in their professional and personal lives," Dousie added.

⁘We're actually talking about specific stories, which we haven't done in quite some time and definitely not in this way before," Dousie noted. (The Journal's last brand platform ⁘Trust Your Decisions⁘ launched in 2021.) The featured stories include work about shrooms in the boardroom , an art world feud , buying gold bars at Costco , and dealing with nepo babies in the office .

⁘This isn't a campaign sitting across Times Square, for example, because that's not where our core audience lives or interacts,⁘ Dousie said.

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