In an effort to keep up with the joneses, the Wall Street Journal is exploring new routes to online brand equity and profit.
The Associated Press says planned offerings include improved site customization and search. But it is also exploring à la carte payment services for certain features, which may offset the cost of online content provided for free.
"One of the most important tests will be in how we allow readers anywhere in the world to customize our content to suit their needs and frankly, how we charge them for that," stated editor Robert Thomson.
Projects on the pipeline include two applications for Apple's iPhone, and potential content-sharing deals with other properties under News Corp., its parent company, which also owns MySpace.com and FoxNews.com.
Thomson also said an upgraded search module will empower readers to locate the news most relevant to them across the WSJ and its sister sites.
At present, paid subscribers may access the full site; other readers see brief story synopses. To view the entirety of an article, they must register.
When Rupert Murdoch bought the Dow — and consequently the Wall Street Journal — last year, he intimated the Journal may release all its content free with ad support. Months later, he decided against the idea.
In January the Wall Street Journal added "SeeThis?" buttons to its online articles, enabling users to view stories their Facebook friends recommended on their profiles. And in September it launched a redesigned website, intended to make it more welcoming to nonpaying visitors while encouraging them to subscribe on a trial basis.
Rival rag The New York Times has grown aggressive about building its online, mobile and social networking clout. Over the course of the Presidential election it ran a campaign intended to build fan figures on its Facebook page. And in a current marketing effort, celebrities tout NYTimes.com's many merits in unscripted YouTube videos.
Last week the Times launched Times Extra, which incorporates third-party site links (including blogs) into leading stories — a broader iteration of the WSJ's plans to expand its own content horizons to sister sites.
