Wall Street Journal InsightsCobra Kai*This document is used to identify and glean information in relevant areas of inquiry through desk research to design a future marketing campaign. The overall theme is the Wall Street Journal's brand, key competitors and millennial readership, but also shows insight into legality, digital media and the exploration of cultural memes. The Brand: Trust vs. Innovation The Wall Street Journal (WSJ) operates under the Dow Jones, which was acquired by News Corp. News Corp is a media conglomerate owned by Rupert Murdoch since 2007. WSJ is the leader in print broadcasting and currently offers more than 20 products that provide news to individuals and institutions in 12 different languages. WSJ is seen as trustworthy and traditional, but does not project the innovation or technological know-how that millennials crave. Providing quality content is essential to WSJ because its brand is built on trustworthiness. According to News Corp, the WSJ has strong goodwill compared to its competitors, i.e. $4.911 billion, compared to $3.346 billion for USA Today (USAT) and $122.7 million for the New York Times (NYT). . The NYT and WSJ have charged for some or all of their website content and have kept their total circulation fairly steady over the past few turbulent years. WSJ strives to use social media and other digital applications, such as Storyful, to help newsrooms find, fact-check and distribute breaking news and viral content. The growth in digital is significant, but print remains important for most newspapers, which means print will continue. But if the majority of readers turn to mobile, it will be time to change the business model in order to keep pace with subscribers. Competition...... middle of paper...... and could make them look smart. It's much more about the visual component than the content and there are several fan forums that don't seem to be very well maintained. Instagram: Instagram posts are regular and get a significant number of likes, even if they don't have a 'an exceptional follower base and themes. are not consistent. There have been 394 publications over 109 weeks and 105,000 subscribers. Overall, the WSJ seems to be trying to please every segment with images of big news, pop culture and behind-the-scenes photos. About six months ago, the WSJ began using the video option for a series called "How the Financial Crisis Affected You Personally." This could be leveraged to increase audience engagement.App: WSJ is the 8th most popular free news app on iTunes, and more than 500,000 apps have been downloaded to Android phones to date..