Wall Street Journal launches perks program for subscribers
The Wall Street Journal is buttering up its paying customers with a complimentary membership program that tacks on special perks to their print and digital subscriptions.
Members of WSJ+, an opt-in program, will have access to offerings like a newsroom tour and discussion with editor-in-chief Gerry Baker; chances to win all-expenses-paid getaways; golf discounts; and free e-books from HarperCollins, which shares the Journal's parent company, News Corp.
The program, according to a news release, is "the first of several significant initiatives the company will showcase over the coming weeks and months as part of a broader effort to further engage with readers and grow its subscriber base."
Like all newspapers grappling with the industry-wide decline in print advertising revenues, the Journal is making a push to derive more money from its readers.
The Journal's advertising revenues declined in the low double digits while circulation and subscription revenues were down 4 percent during the most recent quarter.
Still, the Journal has been buoyed by its subscribers, which represent an upmarket demographic willing to pay for the paper's specialty in business and financial news. The Journal was at the forefront of the newspaper industry's paid digital strategy, and is the most widely circulated paid weekday newspaper in the U.S. across print and digital platforms, with roughly 2.3 million users on average during the the Alliance for Audited Media's most recent tracking period.
The new membership program is a way to entice potential subscribers while engaging with existing ones. Membership is free for existing subscribers to the paper.
Journal subscriptions start at $12 for the first $12 weeks.