Has the Wall Street Journal Targeted Less Affluent Readers Since Murdoch’s Takeover?

In my opinion, the Wall Street Journal has not targeted less affluent readers since Rupert Murdoch bought it in 2007. If anything, the paper has made efforts to appeal to a more affluent demographic.

Efforts Towards Affluent Readers

Since the News Corporation takeover, I have noticed two significant developments that indicate an effort to attract readers from the more affluent class. The following points outline these changes:

The Mansion Section

One of the most notable changes has been the introduction of the Mansion section, which appears weekly. This section focuses on high-end real estate, furniture, and furnishings, catering to readers interested in luxury living. While I personally do not read this section, I find it particularly useful for learning about innovative ways to repurpose items, such as using a particular technique for wrapping coffee grounds before composting.

WSJ Magazine

A second sign of appeal towards the affluent is the regular appearance of the WSJ magazine, which devotes itself to luxury consumer products and advertisements. This supplement highlights the types of items and experiences that are often beyond the reach of less affluent readers, thus reinforcing an atmosphere of luxury and exclusivity.

Consumer Perception and Affluence

These changes in content and format reflect a strategy aimed at enhancing the perception of the Wall Street Journal as a premium publication. By focusing on high-end consumption and lifestyle, the paper positions itself as a source of information and inspiration for the wealthy and well-heeled.

Conspicuous Consumption

While the focus on luxury and high-end goods might be off-putting to some readers who view conspicuous consumption negatively, it is worth noting that such content can also attract a different audience. Those who do not share this perspective, including myself, might find such segments less appealing. However, the paper’s decision to include them underscores its commitment to a broader, more affluent readership.

Conclusion

In summary, rather than targeting less affluent readers, the Wall Street Journal has adopted strategies that appeal to a more exclusive and affluent audience. By highlighting luxury real estate, top-tier products, and high-end lifestyle choices, the publication is positioning itself as a go-to source for those looking to stay informed and inspired in the realm of high-end consumption.