NEW YORK: Behind this past Saturday's much-anticipated launch of The Wall Street Journal Weekend Edition was a carefully crafted communications plan that targeted subscribers, potential subscribers, and advertisers.
Amy Wolfcale, VP of corporate communications for
WSJ parent Dow Jones, said part of the effort built upon the ad campaign's slogan, "Have a Brilliant Weekend."
Kate Alexander, VP at Porter Novelli, which worked with WSJ on the launch, said one of the core messages centered on the Pursuits section, which includes lifestyle ...