by: Justin Ellis | Nieman Journalism Lab

At a time when every major news organization seems to be adding verticals, building out blogs, and creating sub-brands, The Wall Street Journal is hoping there’s merit in consolidation.

The Journal debuted its new blog MoneyBeat, this week on WSJ.com. But MoneyBeat is more of a rebuild than an entirely new product, as it brings together a number of other Journal properties, including two of the paper’s oldest blog, Deal Journal and Market Beat. As the Journal puts it: