This Saturday is a red-letter day for the Wall Street Journal. The broadsheet will begin carrying coupon inserts, according to Nat Ives.
The coupons are not only a coup for Journal readers — who will save on items like Red Baron microwave pizza — but the coupons represent an advertising win over The New York Times. (We’re assuming this isn’t the expanded weekend lifestyle section that Deborah Needleman has been working on.)
SmartSource Magazine, the outfit that bundles the coupons, was working for the Sunday Times for years but stopped last month. To be fair, News America Marketing (the company that publishes SmartSource) is owned by News Corp.
The median household income of Journal readers is about $10,000 higher than the median household income of Times readers ($128,453 versus $119,499), according to Mr. Ives. As Michael Rooney, the Journal‘s chief revenue officer, said “Everybody likes a good deal.”
In recent months, the Journal has bragged that it has been stealing advertisers from The Times after the launch of Greater New York. Times Co. CEO Janet Robinson, in turn, accused the Journal of slashing advertising rates.