Affluent readers are WSJ. target

Richard Perez-Pena of the New York Times takes a look Thursday at the launch of WSJ., the Wall Street Journal‘s luxury magazine.

Perez-Pena writes, “The Journal starts with a major advantage in that it can offer advertisers the wealthiest readership of any American newspaper. An even more affluent subgroup of subscribers will receive the magazine, Mr. Rooney said, with an average household income of $265,000.

“Out of The Journal’s domestic Saturday circulation of about 2 million, 800,000 copies — those sold by subscription or at newsstands in 17 large markets — will include WSJ. In addition, 160,000 copies will be distributed on Fridays overseas. The magazine begins as a quarterly, with plans to go monthly next year.

“Executives would not say how much The Journal had invested in WSJ. or when the company expected it to break even.”

Read more here.