WSJ+, Beyond the Paywall: Rethinking the Bundles for the Next Generation

Creative bundling strategies is key to the growth plans at Dow Jones.

During International News Media Association (INMA) Subscription Week, Todd Olsted, VP of Bundle Subscription Strategy at Dow Jones, provided valuable insights into their innovative approach to addressing subscriber fatigue in today’s rapidly evolving media landscape.

As consumers become more selective with their digital subscriptions, Dow Jones has strategically bundled its premium brands to enhance overall value and engagement. This approach not only strengthens customer loyalty but also differentiates their offering in a competitive market. Their latest initiative, Wall Street Journal Plus (WSJ+), is already delivering impressive results, demonstrating the effectiveness of this model. Here are the key takeaways from their strategy.

Todd Olstead, VP of Bundel Subscription Strategy at Dow Jones

👉 The Power of Bundling – Dow Jones launched WSJ+ in 2024, combining The Wall Street Journal, Barron’s, MarketWatch, and IBD into a single premium offering.

👉 Higher Engagement & LTV – Subscribers to WSJ+ have demonstrated a 50% higher five-year cumulative lifetime value (LTV) and 16% higher engagement than standalone product users.

👉 Cohesive User Experience – The WSJ+ dashboard integrates content from four brands, providing a seamless and premium experience for users.
Revenue Growth – The bundled approach has led to a 100% increase in revenue from fiscal year 2024 to 2025.

👉 Challenges in Bundling – Initial hurdles included a pricing-led acquisition strategy, subscriber confusion over value, and competing internal priorities.
Customer Research is Key – Future plans include deeper consumer research to understand user preferences and refine the offering.

👉 Brand Marketing Investment – Dow Jones plans to invest in brand campaigns to boost awareness and adoption of WSJ+.

👉 Cross-Brand Navigation – Efforts are underway to optimise user journeys across different Dow Jones sites for better experiences.

👉 Sustainable Growth Focus – The company is prioritising a value-driven approach over short-term pricing tactics to build a sustainable subscriber base.
Looking Ahead

Dow Jones' approach to bundling highlights the importance of deep engagement, cross-brand integration, and data-driven decision-making. As media companies navigate shifting consumer habits, strategies like WSJ+ provide a blueprint for sustainable growth.