Thursday, 11 October 2012
Christine Brendle - MD and Publisher of Dow Jones' The Wall Street Journal

By Jennifer Eagleton

Christine Brendle, Managing Director of Dow Jones in Asia, the publisher of The Wall Street Journal Asia, talked to WiPS on 11 October about how her company handled the dawning of the digital age, and, in so doing, enhanced and extended its brand.

1989 saw the WSJ celebrate its first 100 years of existence - and up to this point it had not changed much in either content or form. But in the years since it has embraced technology with a vengeance; the WSJ is now, not only in print, but in formats for all kind of electronic media: PDAs, mobiles, tablets, computers, you name it. The WSJ has other-language forms in electronic format as well as blogs ("Realtime"), videos and interactive graphics.

In Asia at least, digital forms of the WSJ win over print, but print will always have a place - particularly over a cup of coffee in a cafe or on that flight to that important meeting.

Most importantly, the emphasis on digital media expansion does not mean that content suffers; in fact, content is the focus of the publication that makes it one of the largest newspaper concerns in the world with over 3,000 journalists and 85 news bureaus worldwide. The quality of its content means that people are prepared to pay for content, something that is still a bit controversial as regards electronic media via the internet. Despite the emphasis on technology in all areas of life, content will always be the "selling" point of any media.