Bill Grueskin

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In March, The Wall Street Journal Online unveiled its first significant redesign since 2002. The revamp made the paid-subscription site easier to use, added exclusive online content and incorporated personalization features such as a "My Journal" tool that allows readers to track news on as many as 10 companies.

The redesign is part of Managing Editor Bill Grueskin's efforts to stay competitive by providing business news cover-age that is faster and smarter than what the site's free competitors are offering. Beyond that, Grueskin has added features such as blogs, podcasts, and exclusive online columns and graphics to provide insight readers can't get elsewhere.

"The Web is a ruthless environment," Grueskin said. "It's very easy to switch from one Web site to another, so you have to engage readers in ways that really make sense."

The site's law blog, for instance, features commentary from a staff law expert. "We created the law blog because as good as the Journal's legal coverage was, it couldn't respond fast enough on breaking stories, and it couldn't do one of the things blogs are so good at, which is finding sources outside of our own proprietary content and pointing our readers to them. There's tremendous value in aggregating content for readers."

Grueskin said he plans to build a substantial video and audio presence on, expanding the site's already successful podcast efforts. He'll also continue to encourage users to contribute their collective intelligence.

"Going forward," he said, "the Web sites that will be successful are ones that don't just listen to readers but engage them; and make the most of their wisdom and their thinking; and provide a way for them to be part of the site." -M.E.M.

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