Increasing circulation: Q&A with Joe Spitzer, Dow Jones & Co. (Asia)
Joe Spitzer is Director of Communications, Asia, for Dow Jones & Co.
IFRA: What would be your top idea for increasing circulation/reach in 2009?
Joe Spitzer: We are focusing our circulation marketing efforts on two specific segments of the market: women and younger readers.
According to The Wall Street Journal Asia's (WSJA) latest subscriber study, approximately 21 percent of our subscribers are female. With an increasing number of affluent, influential women moving into senior management and political leadership roles in Asia, we have initiated a number of special programmes designed to reach them, such as our Women in Business initiative, which recognises the achievements of business women in the region.
With just roughly 15 percent of WSJA subscribers being in the 25-
IFRA: What do you think are the keys to growing (or maintaining) circulation during a time when the newspaper industry is going through such a difficult time?
Spitzer: Actually it has been an exceptionally good time for the Journal in terms of increased print readership and online audience numbers, in Asia and globally.
The economic turmoil has spurred growth in readership and reinforced our newspaper's status as required reading for decision-
WSJ.com is a prime destination for readers looking for information about the financial crisis. Visits and page views in Asia were up month-
Overall, the Wall Street Journal Digital Network saw 120 percent growth in visitors (40.5 million) in October and November 2008 year over year, and WSJ.com was up 86 percent, with 22 million visitors. September 2008 was WSJ.com's record month for traffic with 24.5 million visitors.
IFRA: How has your publication been able to capture its audience... Why has it worked?
Spitzer: We stay tightly focused on our audience's aspirations and needs -
According to the latest Hall's Reports editorial tracking study* for the July-
> The Wall Street Journal featured 200 more pages of business and finance coverage than all the business and news magazines covered by the study... combined.
> The Wall Street Journal devoted 420 pages of its editorial to consumer topics. That was more coverage than 158 of the170 measured publications, including Vogue, InStyle, Conde Nast Traveler, GQ and National Geographic.
(*This independent service is the leader in editorial tracking for the US magazine industry. The Journal is the first and only daily newspaper to be included among the 170 titles measured.)
With Asian editions of our weekly Weekend Journal and our new quarterly WSJ. magazine (the second issue to be published in early December) we offer comprehensive coverage of lifestyle issues of interest to our audience.
Wall Street Journal-
IFRA: How relevant are circulation figures still to advertisers... Are they more and more asking for reach-
Spitzer: Advertisers are increasingly sophisticated. They want coverage but specifically of their target audience. In today's tough environment they have zero tolerance for wastage; they are interested in readers' attitudes to publications for more effective advertising. The editorial environment for advertising is more important than ever.