Why Dow Jones is integrating its B2B businesses into its consumer event franchise, the Journal House

The Wall Street Journal is no longer the only Dow Jones property to come to life for its traveling event franchise, the Journal House.

This week, hosted congruently with the Singapore Grand Prix taking place Sept. 18-19, the Journal House featured the WSJ’s B2B sibling brands more prominently, including OPIS and Dow Jones Risk & Compliance. And next week, even more representation of the B2B brands will pop-up again at the Journal House in New York City during the UN General Assembly’s Climate Week. This is part of a larger strategy to incorporate more of the whole Dow Jones portfolio in the company’s event business in hopes that it’ll increase sponsorship revenue and add value to the B2B businesses.

The Wall Street Journal has showed up at marquee events for world leaders — like the World Economic Forum and the Cannes Lions Festival — through its Journal House event franchise since 2019. But Josh Stinchcomb, global CRO of Dow Jones, said the business model had the potential for expansion. And by adding clients from its B2B businesses to the attendee list, in addition to the typical C-suite executives that the WSJ attracts to the house, it ultimately opened the aperture to more advertisers his team could pitch for Journal House sponsorships.

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