The Development Strategy Of Digital Transformation In The Wall Street Journal

The global financial crisis burst out in2008and new media impacted fiercely, which opened the prelude of bankruptcy of American Newspaper. The decline of overall circulation and advertisement for the American Press forced many newspaper groups to pay cut, downsize, bankrupt or close down. Only the Wall Street Journal bucked the trend in dilemma, and achieved impressive results. Its success benefits from implementing the developmental strategies of digitizing transition effectively.This paper does analysis through the basic elements of information communication, attempting to find the corresponding developmental strategies in the context of digitizing transition. Meanwhile, domestic financial newspapers develop relatively late, and have some misunderstanding inevitably. We endeavor to gain some important revelations about their developments from the practice of the Wall Street Journal with comparative study.The author concludes that there are mainly five developmental strategies for the digitizing transition of the Wall Street Journal. First, cooperating among the production teams, and spreading the rich and exclusive news. Second, building the multiple platforms to receive, presenting the contents by media convergence and broadening the social networks. Third, aiming the users’ orentation, and attracting more potential users with a suitable price and multiversion. Fourth, emphasizing the mutual interaction and lifting the users’ position. Fifth, taking measures of the flexible charge model, developing the advertisements steadily and innovatively, and construting the brand based on its content.