The Wall Street Journal Joins Newspaper Battle at Starbucks

Paper Enters New York Area Stores Weeks Before Introducing Its New York Edition

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NEW YORK (AdAge.com) -- The newspaper battle that recently began inside Starbucks has welcomed another contestant: The Wall Street Journal is going on sale in 450 of the coffee chain's stores in New York City and nearby parts of New York, New Jersey, Connecticut and Pennsylvania.

Credit: AP
The Journal's arrival at Starbucks comes two weeks after USA Today returned to 6,500 Starbucks stores around the country, ending a 10-year stretch during which The New York Times was the only national paper they sold.

Perhaps more intriguing, though, The Journal is expanding its New York distribution less than a month before it introduces a New York edition aimed directly at Times readers and advertisers. The Journal's New York edition, the most aggressive push against The Times since Rupert Murdoch's News Corp. bought Journal parent Dow Jones in 2007, has already sold ads to marketers including Bloomingdale's and Bergdorf Goodman, which traditionally spend much more money with The Times.

The Journal hopes entering Starbucks will generate new single-copy sales but also broader benefits. "This allows us to expand that sampling environment, making sure that more people are aware of all that is within The Wall Street Journal," said Lynne Brennen, senior VP-circulation for the Journal. "It's a huge opportunity for single copy, of course, but I actually see it rippling through home-delivery subscriptions and subscriptions to WSJ.com."

Starbucks, which struck exclusivity deals with the Times during the past decade, said that adding the Journal to New York stores was, like adding USA Today around the country, a bid to serve its customers better. "This really is a continuation of our desire to make that service experience great for our customers," said Chris Bruzzo, VP for brand content and online at Starbucks Coffee. "When you think about New York, which is one of the most important media markets in the world, it's got a group of people who are some of the most involved consumers of news in the world."

The Journal and Starbucks both declined to discuss whether the Journal might make its way into the coffee chain elsewhere in the country.

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