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There are a lot of changes happening at the Wall Street Journal. After adding two new sections to the Weekend edition, WSJ., the paper’s glossy weekend magazine, is increasing its frequency for the second time since it launched as a quarterly in September 2008.
Starting next March, the magazine will publish nine issues, up from the six times it currently publishes. Then by 2012 the plan is to push WSJ.’s frequency to 10 issues per year.
“The magazine is a key part of our weekend offering,” a WSJ. spokesperson tells AD. “Tied to advertiser enthusiasm and commitment and reader enthusiasm and feedback, it makes sense to expand it together with the overall expansion of WSJ Weekend.”
With a 1.6 million circulation, WSJ. is distributed on newsstands and to all Wall Street Journal newspaper subscribers. Over the last two years the magazine says it has attracted more than 80 new advertisers to the franchise. “WSJ. magazine has struck a chord with advertisers looking to reach the most affluent and influential demographic during the time when they are more likely to plan trips, shop or otherwise spend,” Wall Street Journal chief revenue officer Michael Rooney says in a statement. “This increase in frequency provides advertisers with even more opportunity to reach this discerning audience.”
The December 4 issue of WSJ. will be the first under newly-appointed editor-in-chief Deborah Needleman, formerly the founding editor-in-chief of Domino.
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