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Translating Great Journalism Into Great Business Results
Jim Pensiero
Deputy Managing Editor, The Wall Street Journal
Editor in Chief, DJ FX Trader
© 2011 Dow Jones & Company, Inc. All rights reserved.
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© 2011 Dow Jones & Company, Inc. All rights reserved.
A Look at the Dow Jones Portfolio – The Wall Street Journal
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Current print circulation worldwide:
• U.S.: 1.7 million
• Europe: 74,800
• Asia: 83,400
Current total worldwide WSJ.com subscriptions: More than 1 million
Current worldwide page views daily for The Wall Street Journal Digital Network, WSJ.com:
• WSJDN avg. monthly page views: More than 528 million. 2011 YTD up 24% from 2010
• WSJ.com avg. monthly page views: More than 246 million. 2011 YTD up 23% from 2010
Number of WSJ iPad app downloaded: Almost 2 million
MarketWatch.com and SmartMoney.com page views:
• MarketWatch avg. monthly page views: 188,270,000. 2011 YTD up 9.3% from 2010
• SmartMoney avg. monthly page views: 15,881,361. 2011 YTD down 1% from 2010
SmartMoney print numbers: SmartMoney magazine has a readership of 812,305
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A Look at the Dow Jones Portfolio – Dow Jones Newswires
Number of seats for Dow Jones Newswires worldwide:
• 192,000 professional users subscribe to a Dow Jones newswire
• 355,000 professional users have access to select Dow Jones Newswires content
• Clearing firms like Pershing and Fidelity often redistribute some of our content to their professional customers, and the larger number is all professionals who have Dow Jones Newswires content
• 34 million consumers have access to select Dow Jones Newswires content through their brokerage company or bank, as those banks and brokerages often buy our content for use on their customer websites
© 2011 Dow Jones & Company, Inc. All rights reserved.
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© 2011 Dow Jones & Company, Inc. All rights reserved.
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Typical WSJ.com Weekday Traffic
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Typical Traffic to a News Story
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Live Blogs
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5:00 PM
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6:30 PM
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SATURDAY 11:00 PM
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Leads to Confirm
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Data!
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“WSJ Pagebeat”
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Video Real Time
Forelle live from Haiti via Skype to News Hub
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Inexpensive Tools
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Structure + Journalism
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“Now”
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© 2011 Dow Jones & Company, Inc. All rights reserved.
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WSJ Professional
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© 2011 Dow Jones & Company, Inc. All rights reserved.
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Pseudo‐A/B Test
2:50 p.m.
A
95 retweets
5:36 p.m.
B
275 retweets
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© 2011 Dow Jones & Company, Inc. All rights reserved.
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© 2011 Dow Jones & Company, Inc. All rights reserved.
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© 2011 Dow Jones & Company, Inc. All rights reserved.
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Real‐Time Streams
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Real‐Time Streams + Mobile
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Formerly Known As ‘The Special Project’
FX Market Overview
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The Tale Of The Tape – Trading Volumes 2010
 $350 Billion Average Daily Volume In U.S. Equity Markets
 $941 Billion Average Daily Volume In U.S. Bond Markets
 $4 Trillion Average Daily Volume In Global FX Markets
 UBS Projects $10 Trillion Avg Daily FX Volume By 2020
© 2011 Dow Jones & Company, Inc. All rights reserved.
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Market Share By Trading Center
Average Daily Volumes
(2010 Figures)
Average Daily Volume:
2010 - $4.0 Trillion
2007 - $3.2 Trillion
U.K. $1.853 trillion
U.S.
$904 billion
Japan
$312 billion
Singapore
$266 billion
Switzerland
$262 billion
Hong Kong
$237 billion
Australia
$192 billion
France
$151 billion
Denmark
$120 billion
Germany
$108 billion
© 2011 Dow Jones & Company, Inc. All rights reserved.
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The Biggest Players
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How The Trading Is Divided Up
 Spot Trading ‐ $1.49 Trillion A Day
 Forward Contracts ‐ $475 Billion/Daily
 FX Swaps ‐ $1.765 Trillion/Daily
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Trading By Currency – Percentage Of Pairs
Major Currencies:
Emerging Markets:
US Dollar:
85%
Mexican Peso: 1.3%
Euro:
39%
S.A. Rand:
0.7%
Yen:
19%
Brazil Real:
0.7%
Pound:
13%
Aussie $:
7.6%
Swiss Franc:
6.4%
Canadian $:
5.3%
HK Dollar:
2.4%
© 2011 Dow Jones & Company, Inc. All rights reserved.
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Sales & Trading – News & Information Needs
 Economic Data
 Economic Forecasts By Respected Prognosticators
 Central Bank News
 Fiscal Policy News
 Interviews With Policy Makers
 Big Mergers/Big Dividend Payouts/Cross‐Border Money Flow
 Strong Analysis
 Technical Analysis
 Trading Ideas
© 2011 Dow Jones & Company, Inc. All rights reserved.
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Sales & Trading – Recent Scoops
 Cannes Meeting To Tell Greeks No Alternative To Existing Rescue Package
 Greek PM's Referendum Call "Basically Dead" ‐ Socialist Party Official
 EFSF Talks Focusing On Buying Collateral For Guarantees
 Japan Govt Official: Japan To Unveil New Steps Against Strong Yen As Early As Next Week
 Japan PM Noda: Japan Open To Buying More EFSF Bonds To Help Stablize European Mkts, Economy
 Norway Fin Min: To Meet Forex Swings With Responsible Fiscal Policy
© 2011 Dow Jones & Company, Inc. All rights reserved.
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