WSJ’s ‘Weekend Edition’ Set for Saturday

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By: E&P Staff

The long anticipated Weekend Journal will launch this Saturday, adding an additional day to the circulation at The Wall Street Journal.

Advance copies of the publication are not available since it officially closes at 6 p.m. on Friday, said Jennifer Dauble, a spokeswoman who remained tight-lipped about the issue. A prototype is available here.

The Saturday edition will consist of three sections: main news, money and investing, and pursuits. The extra day is added at no cost to subscribers and it will be made available on newsstands for $1.50.

The Weekend Journal marks the paper’s attempt to distance itself from the beleaguered technology and financial sectors — two advertising categories that the Wall Street Journal relies heavily on. The new edition plans to go after luxury consumer advertising to broaden its base.

The genesis for the Saturday paper started in 1998 with the launch of Weekend Journal. The fourth section that runs on Fridays was the brainchild of Joanne Lipman, who was appointed to oversee Weekend Journal as a standalone Saturday paper. She recently left to head up a new business magazine from Conde Nast.

This is not the fist time the Wall Street Journal has made inroads with a weekend edition. The paper ceased publication of its Saturday edition in the summer of 1953 after the New York Stock Exchange stopped trading on that day.

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