WSJ.com Buys Super Bowl Spot
30-Second Spot Part Of Brand’s Ongoing Promotion
The Wall Street Journal Interactive Edition will make its network TV debut as an advertisement during Super Bowl XXXIV on Jan. 30, Dow Jones & Co. announced yesterday. This is the first time an online newspaper has advertised during the mother of all sporting events.
The single 30-second spot will be created by Arnold Communications of Boston. Similar to other dot-com ads, the WSJ.com spot will be designed to create awareness and brand recognition.
The Super Bowl ad is just one part of the advertising and marketing campaign that began in the second half of 1999 for WSJ.com. The campaign has already seen new subscription orders double in the fourth quarter of 1999 compared to last year’s orders.