Wall Street Journal (WSJ) should learn Marketing 101 from Financial Times (FT).
(This is how I got my copy of WSJ delivered @ home, this morning; obviously FT is using the local WSJ agent as their brand ambassador to existing WSJ subscribers/customers).

WSJ thumped by FT

But this is a very strong lesson. Even the biggest brands need to keep up or loose out. And even the smaller brands have a level playing field, only if they use their brains.
(Not that FT is a smaller brand, but it could have been Jersey Journal instead of FT on that plastic sheet)