Categories: OLD Media Moves

WSJ lifestyle magazine to rely on luxury ads

Jeremy Herron of the Associated Press writes Wednesday about the new magazine, WSJ., being launched by The Wall Stret Journal.

Herron writes, “‘Going after affluent readers and trying to attract luxury advertisers isn’t exactly a unique strategy,’ said Mike Simonton, a media analyst at Fitch Ratings, a credit analysis agency.

“But he questions whether that market will hold.

“‘While more resilient than the middle-class and mass-market merchandisers, we think this target will still be negatively impacted by a downturn; making it an interesting time to introduce this product,’ he said.

“WSJ will debut on Sept. 3 as a quarterly publication before going monthly in 2009. It will be distributed with the Journal’s Saturday edition and won’t be sold separately.

“The company said the magazine will cover ‘modern wealth,’ with topics that include cars, fashion, philanthropy and travel.”