The average age of a WSJ reader is 59. That’s just one of many insights in this terrific piece from The Daily Beast, published this week in its gossip column. EIC Emma Tucker is said to be asking all WSJ reporters to contemplate these questions before proceeding with a story:

— Who is the target audience?
— What do they want to know?
— How can this piece broaden the WSJ audience?
— What format is best for telling this story?