Wall St. / sponsors get it right
That’s what I’m talking about!
Wall St. Journal is looking to increase sales of its print publication and expand its digital subscriptions, so they offered a partnerhip to Charles Schwab to “sponsor” free samples.
This is classic. The customer gets something he or she wants (free access). The Journal gets what it wants (new trials). And Schwab gets what it wants, exposure to a target audience with the halo effect of “providing” the benefit to the customer.
Now WSJ needs to make it just a bit easier to start a free sub. I went through the process today but was confused by pop up screens, 4 pages of survey questions and couldn’t understand why I was forced to give them my credit card number for a free subscription. A little bit of explanatory copy might have helped me through the process, which I dropped in the middle without completing.
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