Wall Street Journal 20-Free Issues Landing Page Review

ARTICLE SNIPPET - How Hard Should It Be to Give Your Paper Away? WSJ Delivers a Functional, but Totally Uninspiring Landing Page.

At first blush, you would probably expect that a world class publication, with all its resources and media knowledge, would have a truly inspiring landing page. They are, after all, The Wall Street Journal.

So it was with great expectations that I clicked onto https://print.wsj.com/print-registration/docs/67jsaa.html for a look at how the big boys market subscriptions and boost circulation. Once again, we are forced to put away our own preconceived notions about the product and the company while we submit the landing page to the cold, objective test of the Mequoda Landing Page Scorecard.

• This WSJ landing page sports a huge logo that offers nothing in the way of benefits or features—they have got to know better than this.
• This landing page has all the personality and relationship building potential of a speed limit sign.
• The language is pretty standard—free issue(s)—soft offer stuff that you can crib off just about any piece of soft offer direct mail.
• There is no reason to rush this order—nobody says it's a limited time offer or anything approaching an urgency issue.
• Somewhere out there a copywriter fell asleep at the wheel on this one.

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