Wall Street Journal Firms Up Plans for 'Pursuits'

Monthly Glossy to Offer Platform for Luxury Marketers

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NEW YORK (AdAge.com) -- The Wall Street Journal today said it plans to introduce a monthly glossy magazine called Pursuits one year from now.
Michael Rooney
Michael Rooney

Pursuits will aim to give readers an "intimate view of the world of wealth," The Journal said in its announcement. Executives there hope the new glossy will give luxury advertisers a better venue than the daily paper, given those marketers still love to see their wares hawked in lush print executions.

"Advertisers have asked for new opportunities to reach our unique audience through a glossy magazine, and we believe Pursuits will engage this audience in a new and exciting format for The Journal," said Michael F. Rooney, chief revenue officer.

The Journal is forging ahead here and in other areas despite its impending acquisition by Rupert Murdoch's News Corp. Mr. Rooney and L. Gordon Crovitz, The Journal's publisher, reorganized its ad sales structure on Sept. 6, creating a hybrid force of category experts, media specialists and regional managers with responsibilities across media.

Ad Age first reported The Journal was developing a glossy to distribute inside the paper in June -- along with USA Today, which next month is introducing its own monthly magazine that will focus on active lifestyles. The New York Times has steadily increased the frequency of its T: The New York Times Style magazine to 15 times this year from 13 in 2005, its first full year, and has recently introduced two more glossies called Play, about sports, and Key, about real estate. The New York Post is also about to take its Page Six magazine weekly, The Times reported this morning.

The Journal's magazine will take the name of the leisure section called Pursuits, which was introduced with the Weekend Edition in September 2005 and renamed "Weekend Journal" two days ago.
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