Stinchcomb views the industry as primarily segmented into large platforms and paywall-first companies. He believes that companies should align themselves as either a platform or a paywall-first entity for success. He also notes the significant transformation in the podcast sector and the advent of connected TV apps, which are introducing innovative advertising models. Despite the continuous upheavals in the industry, Dow Jones maintains a strategic advantage due to its commitment to cater to a dedicated B2B audience and its focus on delivering value to readers and advertisers.
Key takeaways:
- Dow Jones, the parent company of The Wall Street Journal (WSJ), has been experiencing growth despite a decline in overall revenue for its owner, News Corp, and a reduction in ad revenue. This is partly due to an increase in digital subscriptions, which have reached 3.3 million.
- WSJ's chief revenue officer, Josh Stinchcomb, highlights the importance of first-party data in their advertising strategy. Most consumption on WSJ's website is from logged-in users, providing valuable insights into user preferences and behaviors which can be used for precise ad targeting.
- Stinchcomb also discusses the role of AI in the news business, stating that while it has been beneficial for campaign optimization and other aspects of digital ad operations, its use in creating ad content has not yet met the expectations of WSJ's clients and readers.
- Looking at the wider industry, Stinchcomb sees it as primarily segmented into large platforms and paywall-first companies. He believes that companies should align themselves as either a platform or a paywall-first entity, as intermediate positions lack viability. He also notes significant transformations in the podcast sector and the advent of connected TV apps.