The Wall Street Journal has always been ahead of the curve when it comes putting their chronicles online…and making a buck off of it. Dow Jones was one of the first publishers to enact a pay wall for their Web site, alleviating the burden of online ad revenue by making their users pay for the content. It’s a very Rupert Murdoch concept (he who grew up learning paper trade from single-stand sales), while at the same completely antithetical to the Murdochian legend of the Luddite who doesn’t even believe in using email.
So too, is the launch of WSJ on Campus – a new site partnered with online developers Unigo – a mix of unlikely forces. Are many students into the Journal these days? Then again, Murdoch also purchased MySpace and subsequently ran it into the ground, so News Corp. isn’t exactly known for having its finger on the pulse of youth culture.
Still, WSJ on Campus doesn’t promise itself as a social networking platform, but a guide for parents, professors, and students on how to navigate and excel in their pursuit of secondary education. So maybe the Journal is on to something. Pick up young readers by attracting them with things they care about most, and maybe gain some consumers for life. Even the number one circulation paper in the U.S. can use more readers — especially if they’re willing to pay for online content.
Press release after the jump.
NEW YORK, Oct. 26, 2009 — The Wall Street Journal and Unigo, an online platform and resource for future and current college students and their parents, have entered into a strategic relationship to launch a new student initiative — WSJ On Campus (http://wsj.unigo.com).
Beginning today, WSJ On Campus offers relevant and informative content from The Wall Street Journal, complemented by on-campus contributions and insider perspectives from Unigo’s network of current students, professors and administrators from more than 2,000 colleges and universities across the country.
“WSJ On Campus will combine the Journal’s credibility and insight with Unigo’s impressive network of student experts and insiders at colleges across America to create an unmatched resource for students and parents on how to get into and succeed in college,” said Paul Bascobert, chief marketing officer, Dow Jones & Company Consumer Media Group. “WSJ On Campus is another great example of how we continue to innovate and find new ways to serve our growing readership.”
Utilizing existing and original Journal content, WSJ on Campus will provide students and parents an inside look at what they need to know to choose a college and excel while there. Content is organized into two categories: “Getting There” focuses on the decision-making process prior to school, including tips on how to choose a college, getting accepted and paying for it. “What to Expect” offers insight on how to make the most of college once there, with a focus on making the most of campus life, picking a major and how to succeed academically.
“WSJ On Campus allows us to provide real, authentic insights into college admissions and college life that you’ve never seen before, and the collaboration is continuing as we speak — expect to see a lot of exciting developments coming out of WSJ On Campus in the future,” said Jordan Goldman, founder and chief executive officer of Unigo.
The Journal and Unigo will work together to launch additional content, multi-media features and live events over the coming weeks and months.
WSJ On Campus complements The Wall Street Journal Classroom Edition, which is published September through May and provides high school students and teachers with engaging, real-life news and information on the world of business from the Journal. WSJ on Campus content is overseen by Krishnan Anantharaman, editor of The Wall Street Journal Classroom Edition.
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