A business publisher Barron’s, run by Dow Jones & Company since 1921, decided to dip into the modern world of millennials. Over almost a century of existence, they have already proved themselves as one of the prominent finance and business publications. With net worth over $4 million and 425,000 subscribers, Barron’s has a lot to boast about.

Nevertheless, they had to admit that the average age of their subscribers varies from 50 to 60. Their average personal income is $300,000, thus they all are quite advanced in terms of financial education. But maybe they’d better also raise new experts out of ambitious teenagers. Is it possible to expand the range of consumers towards youngsters, while still retaining the old audience? Alex Eule, the editor of a new Barron’s venture, Barron’s Next, definitely says “Yes!”


What is Barron’s Next?

Barron's Next Targets Millennials


In order to attract young readers, Barron’s has founded Barron’s Next – a simplified version of the publication, mainly targeting novice investors. Topics covered are practically the same: market data analysis, financial info, current developments and economic innovations. But what differs Next from classic Barron’s is the format. In an issue of Barron’s, one can see myriads of profound insights into intricacies of the world of finance, presented by the most experienced pros in the business. That’s something tough to bear for an aspiring newbie. Barron’s Next deals with that problem with style.

All-digital, Next offers accessible information for the young, taking into account their preferences and short attention span. Just visit their webpage and see that it looks quite attractive and colourful.

Via Next they are provided with fresh research on the latest financial developments along with the basic theories of personal financial education. According to Barron’s editor and president Edwin A.Finn Jr., Barron’s Next “helps millennials attain financial knowledge and independence, two of their most important goals”.

On a daily basis, BarronsNext.com is going to post five or six stock-related articles, stretching for about 200 words. All this idyll will also be seasoned with videos reflecting on recent marketing shifts and 3 tablespoons of personal finance stories. As we can see, content changes everything.


Next 50: never out of scope

Barron's Next Targets Millennials

“Oh Gosh, I’d rather stick to Barron’s Next!”

Instead of delving into the brand sea and creating an overview of all the brands existing, Barron’s Next strips them down to 50. Next 50 includes popular brands like Starbucks, Apple and Tesla, which are relevant for the younger generation. Distinct stock coverage of the most inspiring brands on the globe give millennials an unique opportunity. Obviously, it makes difficult topics much easier to grasp, bearing in mind that youngsters are familiar with those brandnames and their analysis is conveyed succinctly and comprehensively. In comparison with Standard&Poor’s 500 and Dow Jones Industrial Average, Next 50 solely dwells upon the coolest brands, whose stock value is substantially higher that the overall market.

Evidently, it’s also impossible to see any health-care companies in the index – do you know a lot of pharmacy frequenters below 27? Thus, most of them are consumer companies – retailers, clothing manufacturers, entertainment providers, restaurants, social networks and so on. Constant content filtration and omission of faint and unpromising enterprises keep the Next 50 Index fresh and interesting.


Genius! They must be great innovators…

…No! Unfortunately, they’re not. Barron’s Next faces competition from millennial-oriented editions such as Vice, Mic and Cheddar (the last one’s especially cheesy). All of them have already established their customer base, while Next is still to expand and nurture it. On the other hand Next has a great advantage lying in being part of the Dow Jones family of brands. It can use them to promote itself and that makes their way to the top far more rapid. WSJ.com and MarketWatch already have modules linking to Barron’s Next, while other editions of the family also don’t hesitate to place their ads on their pages. Oh, and let’s not forget Barron’s itself – they are the first to make Next great (hopefully not “GREAT AGAIN”).

Will Barron’s Next fill that millennial market niche and reach the same rights as its’ parent company, Barron’s? Only time will tell.

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