WSJ launches a new vertical dedicated to covering events with SAP as its sole sponsor

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February 24, 2020, 11:22 AM UTC

Programmatic and high-touch direct-sold advertising have together become a larger portion of the revenue for the Journal as compared to other parts of its businesses.

The Wall Street Journal is launching a new vertical called “The Experience Report” dedicated to covering events. The Experience Report, which is being exclusively sponsored by SAP, will get its own section on the journal’s website along with a newsletter.

The WSJ’s chief revenue officer, Josh Stinchcomb, says the vertical would feature both display and branded ads. Though the publisher’s custom content studio, The Trust, would not create any content for the new vertical, the account management division would maintain the partnership with SAP.

Stinchcomb also said the Journal would be creating more of the single-sponsor vertical models and sections this year. Launching on Tuesday, the Experience Report would have a separate editorial team.

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