In a move to increase the value of their cross-platform publications for advertisers, and increase ad revenue, the Wall Street Journal (DJ) has reorganized its advertising department to reflect the integrated realities of the marketplace.
Led by the recently appointed Chief Revenue Officer Michael Rooney, the company is integrating The Wall Street Journal with all its digital properties, MarketWatch.com, Barron's Online, WSJ.com and AllThingsD.com.
"When advertisers buy across the Journal franchise, they spend an average of 20% more across our print and online products," said Rooney. "With our new advertising sales structure, we expect to fully serve our clients' needs by capitalizing on our strengths across multiple platforms. Our new structure allows advertisers to work with us in either traditional or integrated ways."
The company will keep its sales executives concentrated in a specific media, print or online, while sales managers will sell both online and print advertising together.
The Wall Street Journal believes through this initiative they'll be able to take full advantage of all their properties and help executives see clearly how to identify better the opportunities available through integrating their print and online properties.
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