John Koblin of the New York Observer has an extensive interview with Wall Street Journal managing editor Robert Thomson, who is readying the paper for the launch of its New York edition to compete against the New York Times.
Koblin writes, “In Mr. Thomson’s estimation, there is no such thing as a ‘second read’ anymore. You’ll eventually buy one paper only. It has to be The Journal. ‘The New York Times is a difficult paper to read,’ Mr. Thomson said. ‘Navigation is not easy. So clearly, we have a much easier paper to read and to understand. We don’t have as many stories jumping from place to place. It’s an opportunity for people who have been frustrated by the very act of reading to read again. We have an accessibility that will make sense to people.’
“When we asked Mr. Thomson to describe his reader, he said, ‘If you sit on the subway and look around the carriage, there are many various types who are potential New York readers of The Wall Street Journal.’
“There are students. There are professional types. There are people in media. There are people in advertising. There are educators.
“These are the people who will shift the balance of power. These are the people who will buy a printed Wall Street Journal or a subscription online. These are the people that will make sure Rupert Murdoch’s $15 million is well spent.”
Read more here.
