By: E&P Staff The Wall Street Journal's WSJ.com has won Internet Media Review's Marketing Excellence Award 2004 for Best Online Newspaper Marketing. The Wall Street Journal makes $40 million of print sales online each year, according to IMR.
IMR's Best Practices Report offers an in-depth analysis of what America's large daily newspapers and doing right and wrong to convert Web site visitors into print subscribers. The online journal examined 10 key metrics it believes are critical to success in converting Web visitors, including high value placed on content, multiple subscribe entry points on the homepage, effective use of entry and exit pop-ups, easy-to-follow order flow and having price and term clearly presented.
Out of a possible combined score of 100 points on these metrics, WSJ.com notched an 88. Other top scorers were Investor's Business Daily's Investors.com, NYTimes.com. LATimes.com and The Boston Globe's Boston.com were the worst scorers.
The premise of the report is that until newspapers do a better job of converting Web traffic into paying print subscribers, which is the leading revenue source for most newspaper sites, it is difficult to justify generating more Web traffic.
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