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Wall Street Journal launches content arm

Dow Jones-owned newspaper Wall Street Journal has launched a content strategy division.

Called WSJ. Custom Studios, the unit will offer co-branded and licensed content across print and digital media, tablet and mobile.

One element of the offering is Narratives, the newspaper’s first native advertising offering. Content from Narratives will “live organically” on the WSJ.com homepage and “will complement, not interrupt”, the reader experience, according to the newspaper. The content will not be produced by Wall Street Journal writers.

Trevor Fellows, global head of ad sales, The Wall Street Journal, said: “Creative content, including infographics and enhanced video, is a key element of our clients’ marketing strategies. We are pleased to launch an innovative, intelligent and flexible suite of capabilities that will help market-leading brands develop even deeper relationships with their clients and our readers, the world’s most important decision makers.”

The launch is being led out of WSJ’s New York headquarters, and it is unclear when it will be coming to Asia.

The first client to use the Narratives native advertising offering is Brocade. The IT firm is running a campaign of twelve articles that focus on technology and data.

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