DOW JONES ADDS WEB VENTURES

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Dow Jones & Co. is Web-bound.

Flagship The Wall Street Journal is leading the charge with two new ventures. One, slated to make its debut next month, will be news-driven and supported largely by subscription fees. The other will be tied to a new ad section in the paper touting marketer Web sites.

Dow Jones plans to unveil a third Web venture, a corporate site called "Ask Dow Jones," in late summer.

The most ambitious project will be The Wall Street Journal's editorial Web site, featuring continuously updated financial news and market information. It's scheduled to be unveiled early in July; stock analysts were given a sneak preview last week during a presentation at the Mid-Year Media Review in New York.

The site, called "Money & Investing Update," will have space for advertisers and will carry a subscription fee of under $10 a month, said Dow Jones President Kenneth Burenga. "It will be equivalent to our third section of the paper, updating all day long in real time," he said.

The site will feature the latest stock quotes from the New York, American and NASDAQ stock exchanges, along with updated news summaries and that day's "Heard on the Street" column from the Journal.

"We expect it will have particular appeal to travelers, who will be able to download it on their laptops," said Mr. Burenga.

The second Web venture is an Internet directory that will kick off in the print edition of the daily paper on June 29.

Advertisers in the print section will also be listed with hypertext links to their sites on the Journal's marketing-oriented Web site (http://www.adnet.wsj.com).

The project may prove quite lucrative. The Journal's ad reve- nues from the section will be an estimated $500,000 to $1 million. More than 90 companies will run ads publicizing their World Wide Web sites and e-mail addresses. A two-column, 70-line ad costs $9,742.

"The whole point of the section is to make it easy for people to find Web sites," said Joe Giordano, the Journal's direct response sales manager. Plans call for the print section to appear on the last Thursday of each month.

The "Ask Dow Jones" site will go live later this summer. The subscription-based service will allow users to search for articles in the Dow Jones databases.

Separately, Dow Jones will begin offering subscriptions to several of its publications, including Barron's and Marketing Tools, through the Electronic Newsstand (http://www.enews.com).

Although new to the Web, Dow Jones is already a leader in electronic-information delivery through such ventures as the Dow Jones Investor Network, a desktop-video news service, and Personal Journal, an online edition of the flagship paper.

"They are starting to carve a niche for themselves," said John Reidy, a media analyst at Smith Barney. "Looking at preparing content for distribution on all channels is the way to go."

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