The Wall Street Journal is the latest publisher to sign on to Snapchat Discover

You might have heard: New publishers have been coming to Snapchat Discover, including BuzzFeed and Refinery29

But did you know: Both Snapchat and The Wall Street Journal are going after new audiences, Kurt Wagner writes. The Wall Street Journal will be joining Snapchat’s Discover feature, the first major business publication to join Discover since it launched in January. While the partnership may seem strange on the surface, Wagner writes that’s exactly why it works: “Benefits to the Journal are obvious. Snapchat provides a platform where it can reach a (predominantly) new group of readers. But Snapchat could benefit, too. The app has amassed more than 100 million daily active users, but will need to appeal to an older demographic in order for that number to keep climbing. Adding publications like the Wall Street Journal might help with that.”

+ Hearst will launch a new channel on Snapchat Discover called “Sweet,” and it will also publish content to other social media platforms such as Instagram and Pinterest (WWD)