WSJ Europe hunts deputy ad chief

The Wall Street Journal Europe is looking for a deputy advertising director to sell the redesigned newspaper across the Continent.

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

third section.



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

December.



’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

million.



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

each section.’



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

outdoor.



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

portal.



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