More than two years after Dow Jones Media Group formed to boost a collection of brands’ visibilities to clients and audiences, the group is getting a name change. The group, which includes Barron’s, MarketWatch, Mansion Global, Penta and Financial News, will now be called “Barron’s Group.”
“We’ve seen the Barron’s name resonate,” said Almar Latour, publisher and evp of the group. “By deploying the Barron’s name more widely, we think we can strengthen the other brands as well.”
The group formed back in 2016 to bring more attention to the brands, with executives focusing on growing their audiences and finding innovative ways to work with partners and clients. Traffic for all titles more than doubled, according to comScore figures cited by the now-Barron’s Group.
Print and digital subscriptions within the group were more than 623,000 as of this month, according to PWC audit figures cited by Barron’s.
“The next stage of our growth will continue to do these great things, but [we’ll] collaborate more deeply among our properties and among our titles,” Latour said.
That will include creating new products and features for consumers and clients, he added. That innovation could result in developing new digital ad products that can be experimented with across brands, the main mission of the group—“a space where we could experiment and innovate and deploy and redeploy,” Latour said.
The Wall Street Journal, another Dow Jones property within News Corp., remains separate.
The brands within Barron’s Group are meant to serve a sophisticated reader—from “beginner to billionaire,” he said.
“We will take that notion of helping you make a decision, no matter where you are in your financial life cycle,” Latour said.