Nieman Foundation at Harvard
HOME
          
LATEST STORY
“A completely different market”: Why Univision News is now getting into English-language news
ABOUT                    SUBSCRIBE
Sept. 9, 2014, 1:56 p.m.
Business Models
LINK: new.dowjones.com  ➚   |   Posted by: Justin Ellis   |   September 9, 2014

The Wall Street Journal wants readers to know that being a subscriber has its perks. The Journal rolled out WSJ+ this week, a complimentary membership program for readers who have subscriptions to the paper.

What, exactly, does being a WSJ+ member get you beyond a sweet membership card to display on your digital device of choice? From the Journal’s news release:

WSJ+ members will receive special offers and be welcomed to invitation-only events designed to bring Journal content to life, while providing subscribers elevated Journal experiences specially curated to speak to their wide-ranging and ambitious interests. Events will take place across the country and will include panel discussions with top Journal editors, as well as arts performances and private film screenings.

As a WSJ+ member you could get a talk and tour of the Journal newsroom (“learn how our famous stipples are made,” the event advertises) with Editor in Chief Gerald Baker or see a conversation between Whoopi Goldberg and legendary TV producer Norman Lear.

Many of the offers through WSJ+ are either discounts or raffles seemingly attuned to the needs of the aspirational Journal reader. Tell the “Golf Concierge” you’d like a discount to play at course in Hilton Head Island, or win two tickets to the Longines Los Angeles Masters equestrian event.

The Journal is one of a growing number of media companies that wants to deepen the relationship with readers through membership programs. Both nonprofit and for-profit companies are trying to find programs to incentivize paid readership while also collecting more detailed data on their audience. One difference is that some loyalty programs, like WSJ+, are complimentary with a subscription. Others, like The Guardian’s membership plan and The New York Times’ Times Premier, are extra, which means a potential added source of revenue.

The characteristics of the programs usually fall into similar categories: special access to events, discounts, and invitations to look behind the curtain of your beloved news provider. Wine and free books seem to be a love shared by media executives and newspaper readers.

Show tags Show comments / Leave a comment
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
“A completely different market”: Why Univision News is now getting into English-language news
“It’s impossible to understand the future of this country if you don’t understand it bilingually. It makes no sense for us not to look at both languages.”
The Washington Post is using Slack to create a reader community focused on the gender pay gap
“Our favorite thing is to be able to see people start conversations among themselves without us participating at all. That’s the kind of space we want to build.”
How Detroit’s public radio station is trying to attract younger listeners
“The news can be pretty divisive, especially in an election year like the one we’re having now. So how do you create spaces where people can find some common ground?”