In what may be one of the most striking examples of how original print publishers are embracing audiovisual media, The Wall Street Journal is launching “The Wall Street Journal everywhere”: a new website, WSJ Live, mirrors the always-on channel the Journal has been beaming to iPods, Xboxes and other devices.
The new centralized platform, which is also drawing content from Barron’s and other Dow Jones properties, provides a TV-channel like experience and aims for higher viewer quality and easier discoverability. The move is part of the Journal’s strategy to extend its brand into a video order to complement its print products and tap into video advertising dollars. The Journal’s ambition to be first to every platform could pay off at a time when customers are discovering the still nascent world of always-on video. But the company is still taking a risk by flooding those platforms with questionable content.