Monday, September 19, 2005
Wall Street Journal expands to weekends
In an attempt to increase its advertising revenue, The Wall Street Journal printed its first weekend edition in over 50 years on Saturday, September 17, reports the New York Times . It was met with a mixed reactions by readers: some who appreciated the lighter news and features than those which are printed during the week; others who complained that the glory of reading the Journal is that one does not have to read it on the weekends because of its business oriented content. The weekend edition has already brought about a marked difference in the Journal's advertising strategy; ads will now be found on the front pages of the paper's sections which were formerly reserved for content. "Weekend edition inspired us to think of new ways to offer creative units to our advertisers," said Judy Barry, senior vice president for sales and marketing for WSJ. "The minute the sales force heard about it, they asked if we could expand it to the daily paper." The Journal said that it could take up to three years to determine whether or not the weekend edition, which is included in the price of a WSJ membership and delivered to subscribers' weekend addresses, is successful or not. However, if subscribers don't appreciate the new approach of placing ads where there once were none, the Wall Street Journal may have its results sooner than expected.
Source: New York Times
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