News Corp.’s Wall Street Journal is further setting its European edition apart from its US counterpart by adding features to the London-based print edition and website. At the same time, Dow Jones (NYSE: NWS) will stop printing and selling the US edition in Europe, and will instead encourage readers to buy the Euro edition. All print and online subscribers will be offered a transfer to the European paper and website.
From November 17, the edition gets an editorial revamp while europe.wsj.com will expand with more online-only news, blogs and email alerts. Dow Jones is also stepping up its events strategy for the UK and Europe. WSJ Europe has been steadily adding to its offline and online staff under new European editor Patience Wheatcroft, with a string of hires; it now has more than 400 people in Europe alone. Among them is Lauren Mills, who joins as realtime analysis editor to launch a new blog, The Source.
Of course, European readers will get many of the same stories and columnists as their American counterparts — but like the several international editions of the Financial Times, which the Journal is squarely targeting here, the Euro edition will have a different news focus and some exclusive content.
But more broadly, this about getting more people to pay for content: if it wants to grow market share in the UK and on the continent, the Journal has to be relevant to European readers, and a final break with US edition is a bold move to wean business readers from the catch-all, global edition and onto something which, it hopes, is more in tune with their sensibilities. It might even be more attractive to advertisers — though they will no doubt be interested to see the readership and unique users figures in a few weeks’ time…