By: E&P Staff
The long-expected Wall Street Journal edition on Saturdays will debut Sept. 17, with an emphasis on “softer features– entertainment, travel, sports, arts, books, real estate and, yes, recipes,” The New York Times reports on Monday.
“The goal is to attract a more diverse base of advertising to pull The Journal out of its prolonged slump,” the Times observes.
The Saturday paper will be delivered at no extra charge, at the start, to subscribers. It will come in three sections: news, Money & Investing, “and a third called Pursuits, devoted to leisure activities,” the Times notes.
It adds: “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.”