• Wall Street journal is well-established and known newspaper and it is the largest circulation newspaper in the US. It has been in an unrivaled position as a top daily newspaper for 109 years. It also enjoyed tremendous loyalty among readers. The subscription renewal rate was 80%. This journal has a well-established international market as well.

• The total advertising market in the United States for print medium is projected to exceed $82 billion by 2001 up from $72 billion in 1999.

• The WSJ interactive edition is the largest paid subscription site on the WWW. Most information pay sites on the Internet are poorly organized or charge too much for services provided.

• The market for Internet users is growing continuously. So, there might be an opportunity of expanding internet-based Interactive Edition.

• Newspapers faced increased media competition in the 1990s, making advertising sales a harder pitch.

• The business-versus-general interest focus of The Wall Street Journal kept it relatively immune from direct competitors.

There are many people that are very skeptical to pay for something through the Internet, because you never know what you going to get for price paid. There are many other information providers on the Internet who do not charge for information provided, so it might be hard to stay competitive as a pay site. If people were paying for the service, this service must be much better and useful for users.

Both WSJ print edition and interactive edition were in the same market; hence they were competing against each other within one company. Interactive Edition is a cheaper Internet-based one and therefore took over a part of former WSJ Print Edition subscribers. There is also a chance for management competition within those two segments of Dow Jones.

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