* Students: The Wall Street Journal recognizes that students are a crucial demographic for future business leaders. Offering them a discount encourages them to develop an early interest in finance and business news, potentially leading to them becoming loyal subscribers later in their careers. This is a long-term investment in their future readership.
* Business Executives: Business executives are already established in their careers and are likely to have significant disposable income. They are considered a premium audience, and the Wall Street Journal's full subscription price reflects the value they bring to the publication. Offering a discount would likely not significantly increase their subscription rate.
In essence, the student discount is a strategic move to cultivate future readers and build brand loyalty, while the lack of a business executive discount reflects the targeted value proposition of the publication.