MediaBuyerPlanner: As expected, the Wall Street Journal has launched a branding campaign designed to showcase the different types of people who read the paper and to bring in more women and younger readers.

The campaign, with the tagline Every Journey Needs a Journal, will run in publications such as Sports Illustrated, People, Esquire, Time, Newsweek and Smart Money, writes Editor & Publisher.

The Wall Street Journal has recently increased color pages, reduced the size of the paper and otherwise redesigned its look.

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• 'WSJ' Slims Down, Gets Colorful
• WSJ Launches New Ad Campaign
• WSJ Unveils New Design, 'Reader's Guide'
• WSJ to Increase Color Pages 17%