YU Takes Out Two WSJ Full-Page Color Ads in Past Week
As part of a new marketing campaign, Yeshiva University took out a full-page color advertisement in both the Sept. 6 and 13 editions of The Wall Street Journal. The advertisements were run in the main section of the Wall Street Journal, which features international, national and regional news stories.
The advertisements were run regionally, according to Doron Stern, the University’s Vice President of Communications. Stern, who began his current role this past January, declined to specify the exact cost of the advertisement.
Estimates for the aggregated costs of the ad buy hover in the six-figure range.
“The WSJ ad was designed as part of a broader marketing campaign to raise the visibility of the institution among several constituents including high level influencers and prospective employers to support our commitment to our students to secure successful career opportunities,” Stern said.
Yeshiva’s ad was placed on the heels of recent shakeups in the University’s Office of Institutional Advancement, which oversees large-scale fundraising efforts, among other responsibilities.
According to the Wall Street Journal’s website, advertising costs vary depending on a number of factors, but estimates for the aggregated costs of the ad buy hover in the six-figure range. As of press time, Wall Street Journal representatives did not return The Commentator’s requests for information.
The Wall Street Journal released its annual college rankings on Sept. 5, in which YU placed 148th, down from last year’s ranking of 119th.
The Sept. 6 ad, which ran on page A10a, focused on the University’s new marketing slogan, “Building Tomorrow, Today,” and spoke of the intersection of traditional Jewish values and modern academic success on the backdrop of the Glueck Beit Midrash. The Sept. 13 ad ran on page A8b, included similar copy and graphics and also featured a line expressing greetings for a Shanah Tovah.
Alex Vayner, a data analytics and artificial intelligence consultant, felt that the advertisement did a disservice to the University community. “Personally, I think it devalues the brand — you don’t see Princeton taking an ad out,” he said. “Instead of pushing, don’t they want to project selective and exclusive status?”
Other students felt that the advertisements helped the University and its student body. “When I read the WSJ and saw the ad, I was pleasantly surprised. I believe that an institution should always show a care to the status of its name recognition,” said Yosef Lemel (YC ‘21). “As a result, students might have a better chance at being hired at an exceptional company,” he added.
Eli Weiss contributed to this story.
Photo Caption: The Wall Street Journal, Sept. 13, page A8b
Photo Credit: The Commentator