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MediaBuyerPlanner: The Wall Street Journal is trumpeting its success as the first anniversary of its Weekend Edition approaches, and by some accounts, media buyers are happy with the publication, too - at least for their own reading enjoyment.
Andrew Swinand, president and chief client officer, Starcom USA, for example, says he enjoys the Weekend Edition and that his wife reads his copy.
Of approximately 950 marketers that have advertised in Weekend Edition, about 750 of them are brand new to the Journal, and many have expanded their buys beyond Saturday - one of the main goals of the publication. That has produced an incremental $20 million in revenue, just for the Monday through Friday publication in the first half of the year, AdAge writes.
The publication received many criticisms when it was first launched, with New York media consultant and chairman of The Kreisky Media Consultancy Peter Kreisky saying, "It doesn't look like they've broken through to new categories of advertisers. I can only think they're trying to play it safe and they've missed an opportunity to redefine themselves on the weekend."
The paper is on track to enter the black within two years, according to L. Gordon Crovitz, exec vp, Dow Jones.
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