The Wall Street Journal Europe is looking for a deputy advertising
director to sell the redesigned newspaper across the Continent.
The role has been created to support Sheena Forster, senior director,
advertising, who is now responsible for an expanded newspaper with a new
Among other duties, Forster’s deputy will be heavily involved in selling
the Emerging Europe page. This has replaced the monthly Central European
Economic Review supplement that appeared for the last time in
’The candidate will ideally have two or three years’ experience, perhaps
with an IT background, and contacts in Central and Eastern Europe. It
would also help if they can speak German. They have to be diplomatic and
a skilled negotiator,’ explained Forster.
The hiring is just one ingredient of the Wall Street Journal Europe’s
expansion plan, which is backed by a pounds 36 million investment from
parent Dow Jones. The paper wants to boost its circulation to 140,000 by
the end of 2003, increasing global Wall Street Journal sales to three
It has dropped its newsstand price from pounds 1.25 to pounds 1, doubled
the number of retail outlets in European cities and opened an extra
print site in Bologna.
The redesign includes a colour front page and expanded news and finance
sections, as well as a third section called Networking that covers new
media, technology and management. The total pagination rises from 29 to
more than 40.
Forster said: ’For advertisers, this means more space and more
flexibility. The number of full-colour positions rises from eight to a
maximum of 16 - an average of 12. Centre spreads will be available in
Dow Jones is also using the redesign to drive subscriptions to its
website wsj.com and to integrate more closely the electronic and print
versions of the paper.
The moves are supported by an ad campaign created by Ogilvy & Mather,
with media buying and planning by MindShare. The strategy focuses on
Dow Jones’s investment in Europe will intensify the rivalry between The
Wall Street Journal and the Financial Times. The FT has been trying to
boost its US sales and is intent on transforming FT.com into a global