SUNDAYS NO LONGER DAY OF REST FOR 'WSJ': WEEKLY SUPPLEMENT TAKES A BOW THIS FALL IN 10 REGIONAL NEWSPAPERS

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Beginning this fall, the pages of The Wall Street Journal will no longer be confined to The Wall Street Journal.

Taking a page from its parent, Dow Jones & Co., the paper will sell branded content to regional newspapers. On Sept. 12, it will launch The Wall Street Journal Sunday, a weekly national business supplement targeted to non-Journal subscribers.

The four-page Wall Street Journal Sunday will have an initial circulation of 4.3 million. It will run inside the business sections of 10 regional papers, including the St. Petersburg (Fla.) Times, The Sacramento (Calif.) Bee and Milwaukee Journal-Sentinel.

'A NEW FRONTIER FOR US'

"The Sunday readership market is a new frontier for us," said Dan Austin, general manager of the Journal. "We are used to reaching people just five days a week. We are excited to be extending the Journal brand to a new audience."

The supplement stems from a desire to reach middle-income consumers who want information on investing and retirement planning.

According to Managing Editor Paul Steiger, the partner newspapers were carefully selected over a six-month period. The Journal contacted editors of regional papers and asked if there was a need for national business coverage in their markets.

The Orange County (Calif.) Register sought out the partnership to broaden its focus on personal finance and give the paper a competitive edge against the Los Angeles Times, said Doug Hanes, the Register's senior VP-sales and marketing.

According to Mr. Austin, each newspaper partner will pay an editorial "content fee" based on circulation. In exchange, the papers will receive two-thirds of pro-rated revenues from national ad sales, limited to marketers of financial

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