Curious about the business behind your daily routine? The Wall Street Journal (WSJ) is hoping to shed light on how business shapes everyday life—from your morning coffee to the boardroom, challenging the notion that business only matters in the office.
WSJ, in partnership with the renowned agency Mother (New York & London), has launched an innovative brand platform “It’s Your Business.” This initiative reflects WSJ’s commitment to delivering in-depth business journalism that not only informs but also impacts the world, playing a vital role in people’s everyday lives.
“Business impacts everyone–whether they know it or not–and more people than ever are turning to The Journal to help them navigate the challenges thrown their way. “It’s Your Business” not only underpins our position as the trusted source for business news and information but it also appeals to new, untapped audiences and broadens awareness of who we are and what we do best.”
Sherry Weiss, Dow Jones and Wall Street Journal Chief Marketing Officer
Throughout the month, WSJ rolled out a series of contextual advertisements across New York City, making “It’s Your Business” a visible part of the urban landscape. These ads have appeared in diverse and unexpected locations, such as EV charger points, golf courses, gas pumps, delis, and even hot dog stands. This strategic placement illustrates the omnipresence of business in daily life, reinforcing the idea that wherever you go, business matters.
The campaign showcases a wide range of articles, each highlighting a different facet of WSJ’s comprehensive coverage. From in-depth pieces on renters’ rights and the growing trend of sleep divorce to explorations of everyday phenomena like your morning coffee, the Journal’s stories cater to their broad audience. This diverse range of topics demonstrates that business news isn’t just for industry insiders but is relevant and valuable to everyone.
By emphasizing “It’s Your Business,” WSJ aims to connect with readers more deeply, showcasing how its reporting covers everything from personal finance to lifestyle choices, making business journalism accessible and engaging for everyone.
Through its collaboration with Mother and a strategic campaign across New York City, WSJ is showing that business news is essential to everyone’s daily life. Whether in the boardroom or at the local coffee shop, WSJ’s wide-ranging coverage highlights its ongoing relevance and importance in today’s world—a bold move that reshapes how we see business journalism.