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My Personal Finance Journey

Personal finance observation, musing and decisions in a journey toward financial independence by 36 with at least $1 million.

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Wall Street Journal Plans Softer Edition for Saturdays





I love to see the new Saturday Journal from presumably the best franchise of financial journalism.

From New York Times:

The Saturday issue, which was developed under the code name "Project Propel," inside The Journal's offices in Lower Manhattan, represents one of the biggest gambles in the paper's 116-year history. The Journal is betting that it can fluff up its editorial mix, capture the attention of its well-heeled readers and their families and attract consumer advertisers - all without cannibalizing its weekday editions and, more important, without diluting one of the most recognized and sharply defined franchises in all of journalism.

Many people within Dow Jones, particularly on the business side, argued that the paper had little choice. Since the dot-com bubble burst, The Journal, more dependent than most papers on technology and financial advertising, has watched its ad linage decline in each of the last four years. In the first quarter of this year, financial ads in The Journal dropped 24 percent from the first quarter a year ago, and technology ads dropped 23 percent, according to the company's quarterly report.

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