Wall Street Journal unleashes NY section aiming to lure readers from New York Times

08:08, April 27, 2010      

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The Wall Street Journal unleashed its New York section on Monday, aiming to lure readers and advertisers from the New York Times.

The circulation of The Wall Street Journal, a daily newspaper published by Dow Jones & Company, a division of News Corporation in New York City, grew on daily average by 0.5 percent to 2.09 million in the six months through March, including subscribers to its website, according to Audit Bureau of Circulations data released on Monday, while The New York Times fell 8.5 percent to 951,063, compared with a year earlier.

The stand-alone "Greater New York" section features articles of particular interest to New York metropolitan readers.

Executives from the newspaper said on Monday that they hope to "attract readers from the New York Times and other area newspapers," local media reported.

The new section was launched with 36 pages. The front page had what is clearly a conscious mix of stories, including an exclusive lead news story on a terrorist suspect allowed to travel into New York City carrying explosives despite being on a watch list, a piece on the budget crisis for New York state, a "fancy that" on the epidemic of rats on the Upper East Side and property news on the bottom of the page. The photograph was of the New York Yankees.

"There's obviously an upside to entering The New York Times' turf," Robert Thomson, the Journal's managing editor, said at a presentation breakfast in New York. "If you really, really must read the New York Times, then read it on the Web for free and buy the Wall Street Journal."

In an email to employees on Monday, New York Times Co. Chief Executive Officer Janet Robinson and Chairman Arthur Sulzberger Jr. said that "readers and advertisers are very loyal to the New York Times."

The Journal "will soon discover the intensity of that dedication," they wrote.

The New York Times was offering discounted papers outside the Plaza hotel in New York where the launch breakfast was held, and outside the Dow Jones offices. It has been running an advertising campaign seeking to highlight its relative strength over its rival, according to the local media.

The Wall Street Journal has Asian and European editions. It has the largest circulation of any newspaper in the United States. Its main rival in the business newspaper sector is the London-based Financial Times, which also publishes several international editions.

The Journal primarily covers U.S. and international business, and financial news and issues. Its name derives from Wall Street in New York City, the heart of the financial district, and it has been printed continuously since its inception on July 8, 1889, by Charles Dow, Edward Jones and Charles Bergstresser. The newspaper version has won the Pulitzer Prize thirty-three times.

Source: Xinhua


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