Dive Brief: 

• At its #wsjrightnow event last week, The Wall Street Journal tried to show advertisers its dedication to innovation by showcasing its new premium video content. 
• The video programming will include a range of content like short data-driven explainer videos, long-form documentary series about startups, and a new video magazine called Signal.
• The WSJ is trying to shake its stodgy identify as solely a finance and stock publication — an image many advertisers still hold — by serving up more varied and innovative journalism. 

Dive Insight: 

For all digital outlets, video is becoming increasingly important. As long as video is drawing in viewers and readers, advertisers are going to be interested. The WSJ is smart to identify that it has a certain stiff image that it might need to address with advertisers. Sometimes, brands have trouble shaking off the dust because they don't want to admit those sort of problems.