Wall Street Journal Expands Again With New Weekly Section

Former Domino Magazine Editor Consulting on New Leisure and Lifestyle Section

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A correction has been made in this story. See below for details.

NEW YORK (AdAge.com) -- The Wall Street Journal is expanding again, this time with an additional weekly section of leisure and lifestyle content that will build out the nearly 5-year-old Saturday edition. The new section, for which former Domino magazine editor in chief Deborah Needleman is serving as a consultant, is slated to appear this fall.

"It's a newspaper section but with quite a magazine-y sensibility," Ms. Needleman said.

The Weekend Journal
The Weekend Journal
The section, which will comprise some 15 to 17 pages of editorial and advertising, follows other expansions by The Journal including the Greater New York section introduced in April, the six-times-a-year WSJ magazine introduced in September 2008 and the Saturday paper itself, which was introduced in September 2005. And it furthers the particular push by News Corp. CEO Rupert Murdoch to broaden the paper's contents well beyond financial and business news, introducing elements such as sports coverage and changing the mix of front-page stories. The changes are meant to attract new readers and advertisers, elevating The Journal out of the territory of a second read for business people and making it more tempting for consumer advertisers. WSJ magazine has, for example, attracted more than 75 new advertisers to The Journal, according to the paper.

"It's a continuation of some of the changes we've made to the weekday paper in the sense that we've been striving to make sure it's a complete read," said Kelly Leach, general manager at The Journal.

"I love the playfulness of the British weekend papers," Ms. Needleman added. "Part of what we're trying to do is marry the fun and irreverence of the British weekend papers with the utility of a really great service section that addresses luxury in a real-life way. It needs to be a pleasure to read and to look at, but you really have to get something out of it."

The Journal's weekday circulation improved 0.5% in the most recent circulation report while The New York Times, the target of much of Mr. Murdoch's ambition for The Journal, declined 8.5%, according to figures the papers filed with the Audit Bureau of Circulations.* The Journal's Saturday edition slipped 1%.

The Journal lost $87 million in the year ending in June 2009, according to Sarah Ellison's book "War at the Wall Street Journal," but much of that may have had to do with the expense of moving Journal offices from downtown Manhattan into News Corp. headquarters. The paper has said it will turn a profit in the year ending June 30.

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CORRECTION: An earlier version of this post inaccurately said weekday circulation at The New York Times declined 13.4%; the correct decline is 8.5%.

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