It’s a common question among companies we work with/talk with here at Voxus. “Can you get me in the Journal” with the Journal, of course, being the Wall Street Journal.
The Journal is the largest newspaper in the United States by circulation with about 2.4 million paper subscribers and nearly 900,000 digital subscriptions. In addition, the WSJ predominantly writes its articles for business leaders/executives, making it the perfect target for the majority of our clients.
So now that we’ve got it out of the way that the WSJ is a great target for most businesses we work with, let’s get to the how. We’d all like to think our new product, unique take on current events and/or how “disruptive” our business is means getting into the WSJ is just a phone call or email away. But that couldn’t be further from the truth.
Getting into the WSJ is a long, difficult process. Otherwise, you’d see every startup get ink. But getting into the WSJ is not impossible. In fact, it’s a regular occurrence for many of our clients here at Voxus. Here are some angles that have worked for us.
Data is king
Do you have unique data that takes a strong stance? The WSJ likes that, although much of the time it wants that data first (see next section below).
Voxus client the Online Trust Alliance recently released results of its Native Advertising Assessment. This report analyzed the native ads of the top 100 media websites for the reader’s ability to easily discern editorial from native ads. The top finding in the assessment was that native ads on 71% of the top 100 media websites with native ads earned failing scores for disclosures, delineation and discoverability. The Wall Street Journal was all over that and ran this article.
Breaking news: exclusives work
Everyone likes to feel special and that definitely includes the WSJ. If you feel like you have compelling news to share with the WSJ, include the word “exclusive” in the subject line of your email.
But warning, exclusives with the WSJ can take MULTIPLE interviews. One of our clients recently had a couple exclusives run with the WSJ and it took more than a dozen phone and email interviews for each one.
Here’s an example of an exclusive look inside the “cyber war room” of Voxus client IID (now part of Infoblox).
Show me the money!
This may seem basic, but do you have a hefty chunk of funding you are going to announce? If so, the WSJ wants to hear from you.
But in order to make that funding compelling (thus a potential feature in the WSJ), have a story to tell. What are you going to use the money for? Are there well-known investors involved? Do you have big-name customers that you can roll out as part of the funding news to show WHY investors are putting more money into your company?
Here’s a good example of Voxus client funding news out of Chirpify that got more than a couple lines in the WSJ.
Get ahead of the news cycle
Is there a big law going into effect in the future? Is there a big event coming up? Get ahead of those news cycles by pitching yourself as thought leaders on the subject BEFORE the news gets big.
For example, Voxus client iovation recently got a couple paragraphs in the WSJ in advance of the deadline for banks to embed chips in their credit and debit cards as a way to combat point-of-purchase fraud.
While the above may be helpful guidance to potentially land an article in the Wall Street Journal, it does not guarantee placement. Let us know if these approaches have worked for you and let to what I call “the Journal happy dance.”
Image via Steevithak (Flickr)