Advertising Age is reporting that Wall Street Journal publisher Gordon Crovitz is working on a new version of the print edition of the paper.
Ad Age reporter Nat Ives writes, “Their plans are still evolving — 20 focus groups have been conducted, and another 60 are scheduled to take place once the next Journal prototype arrives in June. But one thing’s for sure: Journal 3.0 will take its cues from the Internet. The newspaper has run The Wall Street Journal Online for 10 years, and the new print edition takes into account how the Web version continues to change consumers’ expectations.
“And that reflects a growing and welcome effort among publishers to mine the particular advantages of Web surfing for application to the printed page.
“‘I’ve been saying this for a while now, but print — newspapers especially — needs to embrace marriage with the Web to remain viable and dynamic,’ said Eric Blankfein, senior VP-director of communication-channel planning at Horizon Media. ‘The fact that The Wall Street Journal is a successful paid site lends itself to the daily adopting certain elements in order to remain fresh. This is likely a good example of a newspaper merging assets in order to make both products more valuable to advertisers and readers alike.'”
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