Slash
Wall Street Journal Breaks Down Paywall With Automotive Sponsored Content

Yesterday, content on WSJ.com was free to readers thanks to a sponsorship from Honda Acura's ZDX.

Kyana Gordon
Kyana Gordon on February 4, 2010. @Tropikyana

Yesterday, content on WSJ.com was free to readers thanks to a sponsorship from Honda Acura’s ZDX. The one day ad partnership helped The WSJ.com discover a way to allow access to breaking news and feature articles, usually sheltered beneath a paywall . The content strategy was part of a campaign to publicize the new Acura model of ZDX marketed in the United States. Throughout the day, banners informed readers about the sponsorship. “The Wall Street Journal Online is FREE Today. Brought to you by Acura.” According to Business Insider:

The Wall Street Journal has had a close relationship with Acura in the past. In 2007, Acura and WSJ worked on a sponsored news section for the car company’s “Innovations for Life” campaign.

[via Business Insider]

Thinking...