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Holahan: Going free will come at a high cost for WSJ.com
BusinessWeek
Catherine Holahan reports WSJ.com currently charges about four times more than NYTimes.com for its ads. The Journal commands this higher price despite a smaller online audience because its readers are seen as business-minded, college-educated professionals with significantly above-average wealth. If WSJ.com were to significantly expand its audience by moving to a free model, it would no longer be able to command the same premium because the audience would be more diverse, says one analyst.
Posted at 10:12 AM on Aug. 10, 2007
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