MediaBuyerPlanner: In a continuing desire to attract more luxury advertisers, the Wall Street Journal plans to publish a glossy monthly magazine about the lifestyles of the rich, beginning next September, reports The New York Times.
Editor of the publication, dubbed Pursuits, is likely to be Robert Frank, a Journal columnist and author of the book Richistan.
The magazine will be an insert in the Journal’s Saturday edition, and will be distributed to about 800,000 readers in the 18 metropolitan areas where the newspaper sells the most copies. It will also be available on the paper’s website.
The News Corporation, which has agreed to buy Dow Jones, has given the nod to the project. Rupert Murdoch, chairman of the News Corporation, has publicly pondered the idea of turning the entire Saturday edition of The Wall Street Journal into a magazine.
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