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20 September, 2005: The Wall Street Journal Weekend edition reappeared on the American news stands this Saturday, after a gap of 52 years. Once of the world's most respected newspapers, WSJ had shut down its Saturday edition in 1953, when the New York Stock Exchange wound up trading on Saturdays.
At the news stands, the WSJ Weekend edition is priced at $1.5 as against the usual weekday price of $1. WSJ has offered its subscribers the choice of home delivery at a different residential address, hoping to attract regular readers who may take a weekend trip outside. Currently, the WSJ weekend edition will be free for its subscribers. WSJ sells 67% of all its copies to regular subscribers. Initial reviewers in the US have a given a thumbs-up to the WSJ Weekend edition, but it remains to be seen if the paper will be able to consistently match aspirations.
The Business of Life franchise in the weekday WSJ edition finds itself in the WSJ Weekend too. The new section will be called Pursuits.
Dow Jones, publishers of the Wall Street Journal hopes to attract advertisers from automotive, travel, wines and apparel segments to the WSJ Weekend edition.
Content from the WSJ Weekend edition will also appear on the WSJ website. The print edition of WSJ has a circulation of 1.8 million in the US, and its online version has more than 700,000 paid subscribers worldwide. Put together, WSJ has more than 2.1 million unique print and online subscribers.
Said Karen Elliott House, senior vice president, Dow Jones & Company: "We are fulfilling our readers' request for a sixth day of the Journal with Weekend Edition to which we will bring our award-winning coverage and analysis of Friday's business news — an increasingly important business day in the global economy."
Weekend Edition has three sections. The first, or main, section is a compilation of the most important news. Money & Investing will focus on personal finance as well as the latest market news and analysis. "Pursuits" will be a news section that extends coverage aimed at helping readers make better decisions about their personal lives.
Coverage of "Business of Life" began in the Journal in 1998 with the creation of Weekend Journal on Fridays, and expanded in 2002 with the launch of Personal Journal, a section which appears daily Tuesday through Thursday.
WSJ's Weekend Edition will address the decisions that occupy WSJ readers' weekends-e.g., purchasing decisions, cooking and dining out, plans, family matters, sports, fashion, financial reading habits, travel choices etc, says Dow Jones.
BY A CORRESPONDENT
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