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The 'Journal' Is New, but Is It Improved?

Media Buyers Share Their Thoughts on the New-Look Journal

By Published on .

NEW YORK (AdAge.com) -- The Wall Street Journal unveiled its long-awaited redesign last week. It was couched as a better reader experience, but it also saved $18 million. Here's what media-agency execs had to say.
The redesigned 'Wall Street Journal'
The redesigned 'Wall Street Journal'

Jack Hanrahan, U.S. director, strategic print communications, OMD: "The publication feels less imposing due to the size change, and the information seems more accessible to readers."

'Take it or leave it'
Christopher O'Connor, senior VP-group account director, MPG: "This is nothing more than a cost-cutting effort. ... The whole attitude is: 'We're The Wall Street Journal. Take it or leave it."'

Scott Daly, exec VP-executive media director, Dentsu America: "So many things are arguing for my attention on the page. And with the smaller size, it really felt a lot more cluttered."

George Janson, managing partner-director of print, Mediaedge:cia: "They're not reinventing the wheel but making some long overdue changes. The Wall Street Journal still ... is a strong advertising vehicle for reaching hard-to-reach business leaders."

Andrew Swinand, president-chief client officer, Starcom USA: "Often iconic brands are afraid to change because they link brand equity to the wrong thing. How many readers know the width of the paper and consider it a ... point of difference?"
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