WSJ expands ad services to content

The Wall Street Journal’s global advertising department have announced a new content strategy division, WSJ. Custom Studios. WSJ. Custom Studios said it will work collaboratively with brands to provide co-branded and licensed content across print and digital media, tablet and mobile, video, graphic solutions, surveys, social and events.Trevor Fellows, global head of advertising sales at The Wall Street Journal, said creative content, including infographics and enhanced video, are a key element clients' marketing strategies.One of the WSJ. Custom Studios content solutions products is Narratives, the brand’s first native advertising offering. Narratives will deploy story telling techniques in order to help brands create content-driven connections with audiences. “Our readers trust us, and the WSJ. Custom Studios team has created clear and thorough labeling guidelines around the advertiser’s content in order to protect that trust,” said Gerard Baker, editor-in-chief, The Wall Street Journal. “I am confident that our readers will appreciate what is sponsor-generated content and what is content from our global news staff.”