'Wall Street Journal' to Sell Ad Space on Front Page

Historic Move Underscores Pressures on Newspaper Business

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NEW YORK (AdAge.com) -- In the latest show of big pressures reshaping the newspaper business, The Wall Street Journal has decided to sell ads on its the front page for the first time since very early in its nearly 120-year history.
The 'Journal' says the front-page ad 'enables clients to make a powerful statement' to its readership.
The 'Journal' says the front-page ad 'enables clients to make a powerful statement' to its readership.

Although many newspapers including the Journal have resisted turning over any of the editorial space on A-1, its most visible real estate, outside forces such as the rise of the internet have put pressure on management to find additional ways to cut costs and sell more ads.

New ad units
The New York Times said yesterday, for example, that it will shrink the size of the paper it is printed on starting in 2008, a move that the Journal previously announced it will make. The Journal, The Times and other papers have also been hunting new revenue with new ad units, including ads on the front of Journal sections and watermark ads beneath Saturday's stock listings in The Times.

"The front page of The Wall Street Journal sets the agenda for business among the world's opinion leaders and decision makers," Judy Barry, senior VP-advertising sales, said in a statement. "Our new front-page advertising opportunity enables our clients to make a powerful statement to the Journal's unique readership and builds upon the success we have had with section-front advertising on 'Money & Investing' among financial advertisers, on 'Marketplace' among technology advertisers and on 'Personal Journal' among consumer-oriented advertisers."

The new ads on page A-1 will be available in the lower right-hand corner every day the Journal publishes. The Journal introduced front-page advertising on its European and Asian editions last October.
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