The Journal wanted people who weren’t megafamous but who “had an interesting life journey, read The Wall Street Journal and were successful,” Ann Marks, Dow Jones’s chief marketing officer, tells NEWSWEEK. One featured personality, boxer Oscar De La Hoya, says he got the call out of the blue. “They asked if I wanted to participate because of my story, my life, how I grew up from humble beginnings,” says De La Hoya. “Here I am now, a world champ. That’s what the Journal is all about.” That’s the message the paper wants to pound home with a velvet glove.
