News Corp units in the US are joining their antipodean colleagues in appreciating the benefits of a joint print-and-digital promotion.

Dow Jones' MarketWatch Best New Ideas in Retirement special report is resonating well with an audience searching for ways to make the most of their final chapter.

First as as a digital-only product, the special report has expanded to a print supplement last year, distributed inside the Wall Street Journal to reach 827,000 print readers.

Content looked at money and retirement from every possible angle, from how to save for it to how readers could spend both their time and their money in retirement.

An INMA says a follow-up survey confirmed its appeal and impact on brand perception, showing it engaged readers and allowed them to talk about a subject that is often uncomfortable to discuss. About two-thirds of the readers surveyed said reading the insert made them more interested in reading MarketWatch, and 82 per cent of all readers said they found it interesting.

Even more significantly, some 400,000 people said they were inspired enough to take some form of action toward their retirement. The interest was reflected directly on the MarketWatch site, where traffic to retirement topics on Marketwatch.com jumped from 4.4 million unique views to just shy of 6.4 million in the six months following publication.