Advertisers and agencies reacted favorably to the launch of The Wall Street Journal "Weekend Edition," which debuted Sept. 17. The paper, delivered to 1.75 million subscribers, was the Journal's first Saturday edition in more than 50 years. The Dow Jones & Co. newspaper had published a Saturday edition until 1953, when the New York Stock Exchange stopped Saturday trading. The "Weekend Edition" provides traditional coverage of Friday's business news, including closing market prices, as well as a new lifestyle section called "Pursuits." The front page is more feature-oriented than that of a typical weekday issue, but there is plenty of hard news coverage inside. The advertising mix in the front section is more heavily consumer.
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