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'WSJ' reveals much-anticipated new look

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New York City--Dow Jones & Co.’s The Wall Street Journal today revealed its long-anticipated new look, which includes the first substantial changes to the paper’s front page in more than six decades.

The changes include the use of color to highlight the “What’s News” portion of the front page. Inside, there is a new Personal Journal section covering news and information on personal finance, health care, consumer electronics and other topics affecting readers outside of work.

The changes to the look of the paper were made possible by $225 million in capital investment to increase page and color capacity. The Journal's new look was trumpeted today in a full-page ad in The New York Times that featured the tagline “Business. And the Business of Life.”

Many of the nation's top b-to-b advertisers have initially embraced the editorial changes. IBM Corp. has an eight-page spread in the front section, and ads from American International Group Inc. and Merrill Lynch & Co. are also prominently displayed.

"It's not a paradigm shift, but the changes could open up some opportunities for clients who previously would not have considered purchasing ad space in The Journal," said Rick Segal, president of HSR Business to Business Inc., a Cincinnati-based b-to-b ad agency. "It's a design improvement without radical changes and doesn't detract from the outstanding character of the publication."

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