‘WSJ’ to Boost Color Ad Pages


Financial news publisher Dow Jones & Co. said Wednesday that The Wall Street Journal will increase the number of color pages offered to advertisers by 17 percent, to 168 pages per week, starting in January 2009.

The move is the first color expansion at the Journal for advertisers since 2002.

The newspaper will perform a two-year project of upgrading and refitting its printing plants to meets advertisers’ specifications. The upgrade is expected to cost $30 million, with $20 million invested next year, $9 million in 2008 and $1 million in 2009.

“Actual color demand has significantly exceeded advertising forecasts since the 2002 color expansion. We expect to meet the color demands of our advertisers with this upgrade,” L. Gordon Crovitz, executive vice president of Dow Jones and The Wall Street Journal, said in a statement.

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