In an age of media plenty, traditional business news outlets have never had so much competition. Being deemed essential is a good plan to counter that. And the Wall St Journal is backing itself. So it's got a few big, successful names—producer/entrepreneur will.i.am, SAP chief executive Bill McDermott and fashion designer Tory Burch—to show that no matter how busy they are, they make time to read it.
While it's hoping to convince readers, viewers and listeners to spend more time with the brand, a number of premium titles like The Economist and The Financial Times are also hoping to convince media buyers to think about time and focus on attention metrics rather than the traditional volume metrics. In the eyes of business publishers, not all clicks are created equal.