Journal plays up global brand

The print and television ads are appearing in major cities around the world via Forbes Global, Time, Fortune, Business Week, the Far Eastern Economic Review, CNBC, Bloomberg, CNN and BBC.

Large posters have also been placed in airports in Hong Kong, Tokyo, London and New York.

Based on a world map which demonstrates the global reach of business, the ad includes the front page images of the US, European and Asian editions of the WSJ, with the tagline, 'Leader in Global Business News'.

The campaign was developed by US agency Trahan, Burden and Charles.

The campaign aims to build the WSJ's global brand proposition in line with the fact that doing business has become more global.

Modest changes have also been made to give the front pages of all three regional print editions of the WSJ - the US, Europe and Asia - a more consistent look and feel and make it more user-friendly.

"The Journal hopes to encourage new subscribers, especially younger readers and women,

said Karen Elliott House, president, international, Dow Jones & Co, the WSJ's parent company.

But she stressed: "Each paper will continue to be edited regionally, with regionally-specific stories as well as global news stories - global strength with local relevance."

House underlined the point by adding that even the ad campaign would be customised by region and that the relevant WSJ would be positioned more prominently than its sister publications.