Advertising Age’s Nat Ives reports that The Wall Street Journal, along with USA Today, is developing a glossy magazine that would be distributed with the newspaper.
Ives wrote, “If they succeed, the projects will point to one of magazines’ advantages in the digital age: That a coterie of beauty, fashion and other lifestyle advertisers are happier to spend money if their ads appear on thick, glossy pages.
“The Journal’s development process hasn’t reached the point of official presentations or proposals to parties such as Richard F. Zannino, CEO at parent Dow Jones, or the ad-sales team. The basic idea now being fleshed out, however, envisions a Saturday delivery with the ‘Weekend Edition’ that would offer yet more lifestyle editorial for affluence.
“A Rupert Murdoch deal for Dow Jones could, of course, scramble or stall initiatives across the board if it happens. But Mr. Murdoch has already told The New York Times he’d consider turning the Journal’s Pursuits section into a glossy weekend competitor to the Times Magazine. The Journal declined to comment for this article.”
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