18、Wall Street Journal to unveil new design By SETH SUTEL, AP Business Writer
Mon Dec 4, 1:41 AM ET
NEW YORK - The Wall Street Journal is moving to a smaller format early next year and adding more color, graphics and other user-friendly elements in a bid to make the longtime stalwart of the financial world more appealing to a wider audience.
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The changes, which were to be announced in New York on Monday, will go into effect Jan. 2. The new size will be about three inches narrower, about the same as one column, and will bring the paper in line with a widely used industry standard, allowing it to be printed in more places.
Many stories will be shorter, and fewer will "jump" to the inside of the newspaper, said Robert Christie, a spokesman for Dow Jones & Co., the newspaper's publisher. However, the paper will still highlight long-form stories, Christie said.
Christie described the changes in general but declined to provide fuller details ahead of the announcement.
Other major newspapers have cut their width in recent years as a way to save money, including Tribune Co.'s Los Angeles Times, The Washington Post and Gannett Co.'s USA Today. The New York Times is planning to reduce its width in 2008.
Dow Jones says reducing the Journal's width will save about $18 million a year.
Because of its wide format, the Journal can't be printed in Hawaii because it can't find presses wide enough to accommodate its size, Christie said. Papers must be flown in.
Years ago, many major U.S. newspapers were printed in a size similar to the Journal's, but most have since cut back, said Michael Grady, director of production operations at the Newspaper Association of America.
In fact, the Journal was the last major U.S. paper to continue to print in such a wide format, Grady said, although some smaller community newspapers still use it.
The Journal has struggled more than other major newspapers in recent years due to a prolonged slump in financial and technology advertising, which are its two mainstays.
The Journal has gone through a number of other changes in recent years to reach beyond its core audience of business leaders and advertisers.
In 1998, it launched a highly successful arts and leisure section on Fridays called "Weekend Journal," and in 2002 it made a number of other changes including a new section on personal finance and consumer issues, as well as adding more color and graphics. Last year, it started a Saturday edition with yet more consumer coverage and advertising.
The new look is aimed at making the paper more accessible to readers. Despite the three-inch reduction in width, the space available for news will only decrease by 10 percent as several statistical elements move from the newspaper to the Web site, Christie said.
"Initially it may be a bit of a shock to their regular readers, because let's be honest, The Wall Street Journal doesn't change all that much," said Brenda White, a print advertising buyer with Starcom, which is a unit of the French advertising and media services company Publicis Groupe SA.
"To me, this was something that has to be done to keep up with how the consumer is changing out there," White said. "There are a lot of choices out there, and you want to make a newspaper as appealing as possible."
Dale Travis, who manages newspaper advertising buying for OMD Worldwide, a unit of Omnicom Group Inc., said he didn't think the smaller format and design changes would compromise the newspaper's reputation.
"They've been a very conservative group and I applaud their attempt to embrace change and offer greater readability and greater utility to readers," Travis said.
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