Editor & Publisher: An Exit Interview With WSJ.com's Neil Budde

Interesting interview running through the thinking behind the WSJ online going subscription, the business model in general, and how the website is doing on the advertising front.

Neil Budde: In 2002, advertising was up about 25%. We're not back to 2000 levels, but we were being more attentive to more appropriate advertising formats and placement of advertising. We've attracted a lot of advertisers back in. I still see a lot of upside. Back in 2000, the split between advertising and circulation revenues was about 60%-40%. Then [those percentages] reversed last year. Now it's a bit more tilted toward subscriptions, but advertising is creeping back. As you continue to grow the subscriber base, that's great, but the real opportunity is still to make this a more viable advertising medium and bring in more dollars.