By: Jennifer Saba Advertising lineage at The Wall Street Journal may be falling overall but the Personal Journal section is having some success, at least based on today's announcements.
The industry has viewed the section with skepticism since its introduction in April 2002 -- not exactly a kind time in terms of advertising. But the Journal announced today that it would publish a spin-off of the spin-off: On Dec. 3, the paper will launch a seasonal supplement, the Weekend Journal Holiday Guide. In addition, the Personal Journal got an overhaul of content and design changes. The Journal also jazzed up its A2 and A3 pages, cutting out the clutter to appeal to more advertisers.
"These new initiatives provide the Journal's unique readership with more innovative content focused on what we call the 'business of life,'" said Karen Elliott House, The Wall Street Journal's publisher and senior vice president of Dow Jones & Co., in a statement. "In addition, consumer advertisers will now have more opportunities to reach this desirable audience in exciting and relevant environments."
The expansion of the section includes more financial advice for "high-net-worth individuals," a weekly entertainment column, and more coverage of home technology. The Holiday Guide will look at events and activities around the holidays and of course, gift ideas. The paper will distribute 200,000 "bonus" copies in public places "frequented by upscale consumers nationwide," according to the release.
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