Wall Street Journal InsightsCobra Kai*This document serves to identify and gather information from relevant areas of inquiry through desk research for designing a future marketing campaign. The overarching theme is the Wall Street Journal's brand, major competitors, and millennial readers, but it also shows insight into legality, digital media, and the exploration of cultural memes. The Brand: Trust VS Innovation The Wall Street Journal (WSJ) operates under Dow Jones, which was acquired by News Corp. News Corp is a media conglomerate owned by Rupert Murdoch since 2007. WSJ is a leader in print circulation and currently offers over 20 products providing news and information to both individuals and institutions in 12 different languages. WSJ is considered reliable and traditional, but it doesn't project the innovation or technological savvy that millennials crave. Providing quality content is critical to WSJ because its brand is built on its trustworthiness. According to News Corp, WSJ has strong goodwill relative to its competitors of $4.911 billion compared to USA Today's (USAT) $3.346 billion and the New York Times' (NYT) $122.7 million. NYT and WSJ have charged for some, or all, of their website content and have kept their total circulation fairly stable over the past turbulent years. The WSJ is working to use social media and other digital applications like Storyful to help newsrooms find, verify and distribute breaking news and viral content. The growth of digital is significant, but print is still important to most newspapers, which means print will continue. But if the majority of readers move to mobile, it will be time to change the business model to keep up with subscribers. The competition… middle of paper… them and might make them look smart . It's much more about the visual component than the content and there are several fan boards that don't seem very well maintained. Instagram: Instagram posts are regular and get a significant number of likes, although it doesn't have a great follower base and themes aren't consistent. There have been 394 posts since 109 weeks ago and he has 105,000 followers. Overall WSJ seems to try to please each segment with images of great news, pop culture and photos from many behind the scenes. About six months ago, the WSJ began using the video option for a series titled “How the Financial Crisis Has Affected You Personally.” This could be leveraged to further engage the audience. Apps: WSJ is the eighth most popular free news app on iTunes, and over 500,000 apps have been downloaded on Android phones to date.