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The Wall Street Journal Online Announces 2005 Open House; Campaign To Drive New Subscriptions and Create Unique Advertising Opportunities.

NEW YORK -- The Wall Street Journal Online, the largest paid subscription news site on the Web, today announced that it will hold an "Open House" from Nov. 7 to 12 to drive new subscriptions and create unique advertising opportunities. During that time, nonsubscribers will be able to access the entire site and sample its many online features and editorial content *, with no subscription or registration required. Also, blue-chip advertisers will sponsor different days of the Open House, which the Online Journal also held last year and in 1997.

"With our research showing that more than 90% of the people who have sampled the Online Journal's content via a trial subscription chose to become paid subscribers--coupled with the overwhelming success we experienced with last year's Open House--it made perfect sense to hold another event in 2005," said Todd Larsen, president, Consumer Electronic Publishing, Dow Jones & Company. "One of the many advantages of the paid content model is that we have the opportunity from time to time to open our site up in order to showcase our many great features to hundreds of thousands of potential new subscribers."

Companies that will be sponsoring different days of the Open House campaign include Sprint, Charles Schwab and Chase Bank USA NA. As a sponsor, advertisers will own most of the site's impressions that day, and as a result, they will be reaching the Online Journal's current customers as well as the many new prospects that the promotion drives. In addition, these advertisers will be integrated into the Open House promotion, which includes advertising that will run in Dow Jones outlets such as The Wall Street Journal, MarketWatch and the print version of Barron's.

The site also will be holding a contest sponsored by Flight Options--with the grand prize being 25 hours of private-jet flying. There will be a number of second and third prizes as well. The sweepstakes begins the first day of the Open House on Nov. 7 and runs until Dec. 2, 2005.

"The Open House sponsorship is a unique opportunity for advertisers to reach not only the premiere Online Journal audience but also the potential subscribers that come to the site during the promotion," said Randy Kilgore, senior vice president, advertising, Dow Jones Online. "The fact that blue-chip advertisers have signed up to be sponsors for the Open House shows that they realize the power of this audience, which is at its highest level ever at 764,000 subscribers."

The Online Journal is promoting the Open House through online advertising on more than a dozen Web sites. In addition, there will be advertising in Dow Jones outlets, such as The Wall Street Journal, MarketWatch and Barron's magazine. The Online Journal also is running radio ads on WCBS-AM in New York--like it did last year--as well as on the Captivate network.

The 2004 Open House campaign was highly successful in driving increased traffic to the site, attracting new subscribers and providing significant incremental advertising revenue.

The results from last year's campaign showed that there was an increase in weekly unique visitors by 90% versus the weekly average, and that the 2004 Open House generated about 10,000 new subscriptions attributable to the effort.

The Wall Street Journal Online first offered a week of free access in 1997 in recognition of its reaching the 100,000-paid subscriber milestone. The increase of its paid subscription level to 764,000 as of the third quarter of 2005 marks the largest net rise in subscribers since the first quarter of 2002. The annual subscription price for the Online Journal is $99, while print subscribers pay a discounted price of $49.

Editor's Notes

* About the Features

Research has shown that when people have more exposure to the site, they become more interested and want to subscribe. During the past year, more than 90% of the people who have sampled the Online Journal's content via a trial subscription have chosen to become paid subscribers.

The Open House offers nonsubscribers to the Online Journal an opportunity to access its wealth of online-only features and editorial content such as:

--Breaking news and up-to-the-minute coverage.

--Interactive graphics and feature articles that provide more depth on key topics, so readers understand the big stories better.

--Online columns and discussions, including online polls and roundtables, from some of the Journal's most esteemed writers, including: Scott McCartney, David Wessel and Pulitzer Prize winner Joseph B. White.

--Exclusive, online-only personal finance columns by award-winning Online Journal writer Terri Cullen.

--Personal finance tools, such as money work sheets, calculators and rate centers that assist in managing finances in the Personal Journal section.

--The content of the global Wall Street Journal, including The Wall Street Journal Europe and The Wall Street Journal Asia.

--In-depth research on U.S. public companies, including earnings data, historical stock quotes, executive biographies, insider holdings and transactions, and live audio from analysts' conference calls.

--Ninety (90) days of Journal archives not available on the free Web.

About The Wall Street Journal Online

The Wall Street Journal Online at, published by Dow Jones & Company (NYSE: DJ;, is the largest paid subscription news site on the Web. Launched in 1996, the Online Journal continues to attract quality subscribers that are at the top of their industries, with 764,000 subscribers world-wide as of Q3, 2005.

The Online Journal provides in-depth business news and financial information 24 hours a day, seven days a week, with insight and analysis, including breaking business and technology news and analysis from around the world. It draws on the Dow Jones network of more than 1,800 business and financial news staff--the largest network of business and financial journalists in the world. The Online Journal also features exclusive content, including interactive graphics on business and world news, and online-only columns about the automotive industry, technology, personal finance and more.

The Online Journal offers two industry-specific editions: the award-winning Health Industry Edition and the Media & Marketing Edition. The Health Industry Edition offers authoritative analysis, breaking news and commentary from top industry journalists. The Media & Marketing Edition is designed for professionals in the advertising, marketing, entertainment and media industries. Subscribers to both online editions also get access to the full content of the Online Journal.

In 2005, the Online Journal was awarded a Codie Award for Best Online News Service for the second consecutive year, and its Health Industry Edition was awarded Best Online Science or Technology Service for the third consecutive year. In 2004, the Online Journal received an EPpy Award for Best Internet Business Service over 1 million monthly visitors.

The Wall Street Journal Online network includes,,, and

About Flight Options

Based in Cleveland, Ohio, Flight Options, LLC offers the complete spectrum of programs from fractional ownership to leasing to JetPASS membership and has received the prestigious ARG/US Platinum Safety Rating twice. The Flight Options fleet of approximately 200 aircraft includes the world's largest fleets of Beechjet 400A's and Legacy Executive aircraft. More information is available at or by calling 877.703.2348.
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Publication:Business Wire
Date:Oct 26, 2005
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