NEW YORK (AdAge.com) -- A redesigned version of The Wall Street Journal-a smaller-sized and more forward-looking paper-appears Jan. 2. Changes-couched as a service to readers and advertisers but prompted by media-business upheaval-include shrinking the width, adding explanatory and forward-looking coverage, simplifying page jumps, doubling pop-culture content and running more reader letters. The new size will save the company $18 million annually. "I'd much rather spend that on newspeople than newsprint." said L. Gordon Crovitz, exec VP, Dow Jones & Co., and publisher of The Wall Street Journal.
Paul E. Steiger, managing editor, said he is aware that some print readers don't use The Wall Street Journal Online and some web subscribers don't read the print edition. "We're not saying the paper is half a body," he said, calling it a complete read despite a news hole that's being reduced by 5%.
"The actions by the Journal really reflect that even this established brand has to respond," to marketplace pressures, said Mark Fratrik, VP at BIA Financial Network.