"It's a perfect recipe for complacency at a time when luxury brands are laser-focused on appealing to wealthy consumers. But Sarah Ball, who took over as editor-in-chief of WSJ. in the summer of 2023, succeeding longtime editor Kristina O'Neill, said she wants to broaden the definition of who her reader is. The magazine is profiling more Millennial and Gen-Z movers and shakers, like actress Sydney Sweeney, "Call Her Daddy" podcast host Alex Cooper and TikTokker extraordinaire Alix Earle."
"Though their names might be unfamiliar to the Journal 's longtime audience,Ball said their job is to contextualise them for those subscribers by showcasing "the business justification for their success" - while simultaneously bringing in new readers. "We're speaking to that C-suite executive who wants to know the latest in how to use influencer marketing," she said. "But then we're also trying to speak to young people who maybe don't know The Wall Street Journal does cool profiles like this.""
WSJ. Magazine's average reader has a net worth north of $3 million, which keeps its pages filled with luxury advertisements despite industry marketing cutbacks. The Wall Street Journal reaches 4.3 million readers overall, with over 933,000 glossy subscribers. Under editor Sarah Ball (appointed summer 2023), the magazine is expanding its definition of reader by profiling Millennial and Gen-Z figures and contextualizing their rise through business-focused explanations. The publication aims to produce a weekly shareable story that balances traditional wealth interests with formats and subjects that appeal to younger audiences, including lighthearted, lifestyle-driven features.
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