Constance Mitchell Ford June 1007

How the Financial Press Decides What Makes Economic News

By Constance Mitchell Ford GIC Abroad in Ireland June 11, 2007

The Demographic Profile of WSJ Readers

GENDER

Base: Total respondents Source: 2007 Wall Street Journal Subscriber Study

3

AGE

Base: Total respondents Source: 2007 Wall Street Journal Subscriber Study

4

EDUCATION

Base: Total respondents Source: 2007 Wall Street Journal Subscriber Study

5

PRIMARY BUSINESS

Base: Those employed in business/professions Source: 2007 Wall Street Journal Subscriber Study

6

JOB TITLE

Base: Those employed in business/professions Source: 2007 Wall Street Journal Subscriber Study

7

COMPANY SIZE - EMPLOYEES

Base: Those employed in business/professions Source: 2007 Wall Street Journal Subscriber Study

8

AVERAGE HHI

Base: Total respondents Source: 2007 Wall Street Journal Subscriber Study

9

AVERAGE VALUE OF INVESTMENTS

Base: Household holds any of investments listed Source: 2007 Wall Street Journal Subscriber Study

10

AVERAGE HH NET WORTH

Base: Total respondents Source: 2007 Wall Street Journal Subscriber Study

11

Best Read Columns and Features Top 20 in 2007 1. What’s News on Page One

11. Review and Outlook

2. Personal Finance in PJ

12. Travel in Pursuits

3. Features Stories in A

13. Reviews in Weekend

4. Health in PJ

14. Leisure & Arts

5. Heard on the Street

15. Books

6. Travel in PJ

16. Entertainment/Culture

7. Abreast of the Market

17. Weekend Advisor

8. Travel in Weekend

18. Politics & Economics

9. Gadgets

19. Leading the News

10.Technology

20. Home & Family

12

NBC-WSJ Poll (April 2007) Which one or two of these items do you think should be the top priorities for President Bush?  The War in Iraq

50%

 Health care

23

 Illegal immigration

21

 Terrorism

18

 Energy and cost of gas

18

 Job creation and economic growth

16

 The environment and global warming

12

 Reducing the federal budget deficit

8

 Other

1

 All equally

5

13

Top WSJ Articles Viewed this year on WSJ.Com 1. Stocks Slide Worldwide 2. Threat for Big Media: Guerrilla Video Sites 3. Your Home isn’t the Investment You Think 4. Vista: Worthy, Largely Unexciting 5. Trouble on West Outer Drive 6. A Billionaire Divorce 7. Digital Brush Fire Spurs Fall of Imus 8. Finding a Replacement for Imus won’t be easy 9. CEO Compensation Scorecard 10.From PC to TV, via Apple

14

Top Viewed Economic Articles on WSJ.COM 116. Fashion Faux Pas Hurts Wal-Mart 117. Economy Poised for Rebound, Forecasters Say 118. Is Investing in Real Estate Justified

148. Will Al Gore Melt?

149. Greenspan Warns of Possible Recession 150. Avoiding Junk Programs on Your New PC

15

WSJ.COM’s New Economics Blog

16

WSJ.COM’s Federal Reserve Monitor

17