Credit: Andrea Piacquadio from Pexels

WSJ targets students in schools and universities as well as recent graduates to build familiarity and loyalty with their brand.

Their offer focuses on memberships paid for by schools (including full digital access to WSJ, members-only offers and curated content), but any publication could learn from this success by finding a way to reach young readers and build awareness and loyalty early on.

The key learning is that the offering needs to be personalised, WSJ's Jodi Harrison explained at an INMA webinar.

That starts with on-campus events, Job Summits that connect students with potential employers, and resources which are created in collaboration with professors and faculty.

"We know that the student audiences are large, they consume a great deal of content, and they will support our future growth goals," Harrison said in the webinar, summarised on INMA's website.

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