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Case study

What was the challenge?

The publisher of the Wall Street Journal, one of the US’s most iconic newspaper brands, wanted to modernise the business and called on Q5 to help. While the much-cherished newspaper was doing well, it needed to update the way it worked and to expand its international reach. It also wanted to become more efficient.

Dow Jones decided to launch a new global edition in the Europe, Middle East and Africa and Asia Pacific regions and focus on 16 financial cities. It needed support on the launch, on bringing as little disruption as possible to its customers, and making sure that everyone internally knew what was happening. All of this with its deadlines fast approaching.

The WSJ was also looking to “take over” the City of London, with a plan to double print and digital subscriptions, increase members to its WSJ+ programme, run corporate and consumer events and deliver trade and consumer campaigns.

What we did

Q5 had worked in the past with Dow Jones, and used that close relationship and understanding to draw up a plan to ensure the changes to The Wall Street Journal went without a hitch.

Using Q5’s London, Hong Kong and New York offices, we co-ordinated project teams who worked with the company’s management, journalists and commercial operations to ensure a smooth transition around the world. We brought expert analysis and rigour to the research making sure no one lost sight of the overall strategy or components such as circulation numbers, required marketing and customers along the way. We focused on the launch and making sure the paper lost no customers due to the changes.

What was the outcome?

The new edition of the Wall Street Journal successfully launched in September 2015 across the two regions with high profile celebrations in Paris and Singapore. All the customers in the 16 financial cities received the new edition with their usual delivery. For those subscribers outside the key cities, we helped establish a strategy to bring them online.