INMA WORLD CONGRESSMAY 12, 2015EDWARD ROUSSEL, Chief Innovation OfficerDow Jones & The Wall Street Journal

UTILITY COMMUNICATORS INTERNATIONAL JUNE 17, 2015EDWARD ROUSSEL, Chief Innovation OfficerDow Jones & The Wall Street Journal

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1. Modernizing WSJ Products

2. The Good & The Bad

3. What Next?

KEY THEMES TODAY

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All key platforms refreshed since January 2014

SUBSCRIPTION MEMBERSHIP

iPad September, 2014 Continuous Improvements • Faster and more stable • Crosswords • New templates – multimedia rich • Magazine

Android March, 2015 • Improved experience • Combines the paper and 24/7 news in both tablet and smartphone

WSJ.com April, 2015 • Responsive website • Mobile ready • Faster & more visual • Sells more subscriptions

Apple Watch April, 2015 • Alerts and top stories • Pushes customers to read in other products • Market data

WSJD January, 2014 • Dedicated technology section on WSJ • International technology conference

WSJ+ September, 2014 Invites + Offers + Inspiration A complimentary addition to your subscription that gives you access to curated events and offers

MODERNIZING WSJ PRODUCTS

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• Collaboration works • Accelerating sprints • The rise of the inner-innovator

GOOD:

• Smaller, bite-size code releases • Obsess about page speed, performance • Churchill’s bunker:

planning, planning, planning

IF WE WERE TO DO IT ALL AGAIN:

THE GOOD AND THE BAD:WHAT LESSONS DID WE LEARN?

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Focus on the end game: 3 million subscribers

Get to know our customers

CUSTOMERS OF

THE WALLSTREET

JOURNAL

A D O W J O N E S F I E L D G U I D E

Dow Jones is passionate about becoming a customer-focused business. So to better understand who our customers are, what they do and what they care about, we went out into the field and surveyed our WSJ audience.

Learn more about our customer segments and find out which one you are at ckp.dowjones.net

SOCIAL MEDIA MAVEN

Tend to be spotted using social media to stay current with trends and news. They are the youngest of WSJ customers, career-focused and are early adopters of technology.

Gratis. Social Media Mavens don’t usually pay for news but do read WSJ to advance their flourishing careers. They enjoy reading about fashion, travel and tech via newsfeeds.

Key Identifying Characteristics

News Consumption

Male : Female**

50 : 50% of Subscribers2%

Average Income**

$87K

CAREER-DRIVEN LEADER

They are often spotted leading a business team or climbing the corporate ladder. They are middle-aged professionals who use technology in the office, at home and everywhere in between.

Purposeful. Career-Driven Leaders use digital media to specifically read about tech, marketing and business, to aid their career progression.

Key Identifying Characteristics

News Consumption

Male : Female*

79 : 21% of Subscribers15%

Average Income*

$212K

Male : Female*

65 : 35% of Subscribers13%

Average Income*

$197K

ECLECTIC INTELLECT

Usually found with their nose in a book. They are well informed because they have read, well – everything. They are highly educated and are a political mix of liberal and conservative.

Plentiful. Eclectic Intellects seek long-form articles that spark their imagination. They have a preference for commentary, analysis and human-interest stories.

Key Identifying Characteristics

News Consumption

Source: The Wall Street Journal Segmentation Study (USA), 2014. * Applies to subscriber population. ** Applies to market population.

CONSERVATIVE RETIREE

Often seen at home, relaxing and enjoying retirement. They are the wealthiest and the oldest of WSJ customers who typically have conservative opinions.

Daily. Conservative Retirees begin each day reading the newspaper where they check their stocks and read their favorite columns. They prefer topics and articles that facilitate investment decisions.

Key Identifying Characteristics

News Consumption

Male : Female*

78 : 22% of Subscribers22%

Average Income*

$163K

MOBILE MOVER

Typically seen checking their mobile devices. Tech savvy and career-oriented – they are highly educated, accomplished leaders. The highest earners of WSJ customers.

Frequent. Mobile Movers use their smartphones to check the WSJ app, Google Alerts, Twitter and go-to websites. They prefer quality news and read about business, politics, sports and management.

Key Identifying Characteristics

News Consumption

Male : Female*

88 : 12% of Subscribers20%

Average Income*

$306K

PRINT TRADITIONALIST

Often seen carrying a briefcase and a print edition of the Journal. They are typically conservative suburban businessmen who rely on the print edition of WSJ more than any other customer segment.

Daily. First thing Print Traditionalists do when they get to the office is read about politics, sports and business because it is critical for the success of their careers.

Key Identifying Characteristics

News Consumption

Male : Female*

87 : 13% of Subscribers18%

Average Income*

$220K

Can be found working in their gardens or on their homes. They have an aversion to digital media and are the most disengaged of WSJ customers.

Minimal. Unengaged Essentialists prefer free news or no news at all. If they do read, it’s usually about local stories, the weather and personal finance for retirement planning.

Key Identifying Characteristics

News Consumption

UNENGAGED ESSENTIALIST

Male : Female**

47 : 53% of Subscribers4%

Average Income**

$89K

Often found at museums and the theater satisfying their curiosity for culture. They are slightly older, have liberal leanings and a lower income than other segments.

Free. In keeping with their free-thinking ways, they do not pay for news. They seek out in-depth articles and prefer to read about world news, politics, science and investigative journalism.

Key Identifying Characteristics

News Consumption

FREE-THINKER

Male : Female**

45 : 55% of Subscribers2%

Average Income**

$62K

SPORTY PROGRESSIVE

Typically seen with a television remote in one hand and smartphone in the other. They skew male, Hispanic and liberal.

Concurrent. Sporty Progressives consume the news at the same time as they watch live sports. They enjoy reading about politics, opinions and… sports.

Key Identifying Characteristics

News Consumption

Male : Female**

64 : 36% of Subscribers2%

Average Income**

$72K

Typically spotted tending to their families. They live in rural areas and are predominantly conservative female homemakers.

Headline-focused. Mainstreamers prefer to use one or two news sources to keep them up-to-date with the weather, entertainment and local news.

Key Identifying Characteristics

News Consumption

MAINSTREAMER

Male : Female**

27 : 73% of Subscribers1%

Average Income**

$57K

K E Y

Income

$151K - $300K$10K - $150K $301K - $450K

Top Platforms

TV

Print ComputerRadio

Mobile

Segmentation

Core subscriber segment High proportion of overall subscriber base.

High-opportunity segment Small proportion of overall subscriber base,

but with high receptivity to WSJ.

Low-opportunity segment Small proportion of overall subscriber base,

with low receptivity to WSJ.

Obsess about our competitors

Empower the newsroom: journalists, designers, developers

Fast-track: early-stage innovation

HOW DO WE INNOVATE SMARTER, FASTER?

WHAT NEXT?

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Fanning the flames of innovation across Dow Jones

Focus on mobile: THE platform for the next 10 years

Disrupting ourselves before others do it for us

Move fast, learn fast

A NEW INNOVATION UNIT

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Clear definition of success

Obsess about customers and (NEW) competitors

Separate “business as usual” development from early stage innovation

SUMMARY

THANK YOU.