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How WSJ editor Emma Tucker drove 30% digital subs growth in three years
And interview with Wired boss Katie Drummond who wants the brand to be first more often - and isn't sentimental about print
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Welcome to the Press Gazette Future of Media US newsletter on Friday, 3 April.
💪When the Press Gazette team visited New York last month, I dropped in at the News Corp office to speak to Wall Street Journal editor-in-chief Emma Tucker.
Having last interviewed her in late 2022, just a couple of months before she left The Sunday Times for the WSJ, I was keen for her to take me through the huge changes at the business newsbrand of the past three years.
Since she arrived there has been practically unstoppable subscriptions growth, with digital subs up 30% since the start of 2023.
There have been multiple restructures in that time but rather than laying off people as a cost-cutting exercise, Tucker explained how these served the subscriptions strategy - and shared some crucial tips on managing culture change to make sure the newsroom is along for the ride.
Tucker admitted that the growth can’t go on forever as all the “easy gains” have now been conquered, but she does have a plan to reach younger, ambitious professionals.
We also touched on the metrics driving the change, the many in-house AI tools being used by the WSJ, and reporting in a climate that has led to long hours for media lawyers.
I discussed my interview with Tucker further with Press Gazette editor-in-chief Dominic Ponsford in our latest Future of Media, Explained podcast (which you can find on your favourite podcast platform).
And next week I’ll be delving further into the WSJ video strategy and how it fits into Tucker’s wider changes so make sure you come back for that.
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📱My other interview for you this week is with Katie Drummond, global editorial director of Wired.
We set up the interview after I heard about major changes in Wired’s UK team, with seven people leaving at the same time at the end of the year.
Wired still produces six print issues a year in the US - but there won’t be any magazine in the UK this year. Drummond explained why they were such a different value proposition.
And if you’ve noticed Wired being first with many more stories over the past year or so, for example during Elon Musk’s DOGE drive last year, Drummond’s Story Zero strategy sets out why.
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📰In the news this week:
The New York Times drops freelance journalist who used AI to write book review - The Guardian (whose book review had sections taken by the AI tool)
Citing First Amendment, federal judge blocks Trump order to end funding for NPR and PBS - AP
The nonprofit Salt Lake Tribune is ready to tear down its paywall - Nieman Lab
Judge Rules For Fox News In Retaliation Lawsuit Brought By Former Producer - Deadline