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“Journal Women”: You’ve got your own WSJ now, baby! You’ve come a long, long way. 5/22/08

Posted by Steve Boriss in Market segmentation, Wall Street Journal.

The Wall Street Journal is going all packaged goods marketing on us . A new online section called “Journal Women,” is described as “a place where ambitious professional and executive women can come together to read and share ideas on work, family and the intersection of the two.” It will feature a new online column called “Above the Glass” and a blog called “The Juggle.”

By doing this, the WSJ is bringing to the news industry another variation of a technique called “market segmentation,” perfected by the packaged goods industry. A product is split into a line of separate products, each designed to meet the needs of a particular sub-audience better. In a happy ending, the sum of the parts is greater than the whole. We saw gender segmentation in the launch of Secret, the deodorant that is purportedly “strong enough for a man, but made for a woman.” And back in the now hard-to-believe days when cigarettes were advertised on TV, and girls-were-girls-and-men-were-men, we all knew Marlboros were for men and Virginia Slims were an historic development for women. Depending on your age, the video below will provide either shock or nostalgia value.


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