The Wall Street Journal is launching a new magazine called WSJ. Money catering to the rich.
Lucia Moses of Adweek writes, “WSJ. Money is a spinoff of WSJ. Magazine, the newspaper’s luxury lifestyle insert. The title is slated to make its debut March 9 and publish four times this year. It’ll be distributed in the Journal’s weekend edition in the U.S., which has a circulation of 2.3 million. The goal is for 50 pages per issue, including 30 edit and 20 ad pages.
“There’s no shortage of magazines targeted towards the rich; this past year newcomers Bloomberg Pursuits (a spinoff of Bloomberg Markets) and DuJour joined a category that includes Town & Country, Departures and ForbesLife.
“The executives behind WSJ. Money said their title would be distinct visually and emotionally rich in the way it would treat the subject of personal finance. Money isn’t going to have service pieces about picking stocks and funds, but narratives about characters and lesser-known parts of the world. Leaning heavily on existing Journal staffers, including columnists Jason Zweig, Brett Arends and Kelly Greene, WSJ. Money will include such departments as My Biggest Mistake, a celebrity interview; Empire Builder, which outlines the steps a successful person took to make it big; and Family Office, a look at the world of advisors to the rich.
”It’s for people who are voyeuristically interested in the high end and are at the high end,’ explained Mike Miller, senior deputy managing editor at the Journal, who’s overseeing the magazine.”
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