The Wall Street Journal’s new Saturday edition has added 570 new advertisers to the newspaper’s fold in the year that it has been published, according to a story in Advertising Age, but some are still questioning whether it’s been a success.
“Many also say there are two kinds of Journal readers: one who breathes business and another who’s allergic to the topic on weekends. The Journal said its research shows nine out of 10 readers read ‘Weekend Edition,’ but based on personal experience, Mr. Barlow, for one, remained skeptical.
“Journal execs defend their strategy by defending their readers. ‘Some of the comments about ‘Weekend Edition’ in particular underestimated how much Journal readers enjoy reading the newspaper,” said L. Gordon Crovitz, exec VP, Dow Jones. ‘They do not view the newspaper as work; they view it as a great read.'”
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