'Wall Street Journal' set to unveil its weekend outlet

NEW YORK: After more than a year in development, The Wall Street Journal's Weekend Edition will launch on Saturday, September 17, with a circulation of 1.7 million.

NEW YORK: After more than a year in development, The Wall Street Journal's Weekend Edition will launch on Saturday, September 17, with a circulation of 1.7 million.

Weekend Edition comprises three sections: a compilation of important news, Money & Investing, and Pursuits, which is designed to inform readers about developments that affect their personal lives and to help them make the most of their weekends.

Current subscribers of WSJ will receive the new edition at no extra charge.

PR professionals agreed that Weekend Edition is a significant new outlet from a trusted source.

"Anything that has to do with Dow Jones in any of its forms is really the Holy Grail for anyone in the communications business," said Chris Wailes, VP of media relations and editorial strategy at The Bounce Agency. "I would suspect that the Weekend [Edition] will be the most competitive single-issue newspaper out there."

While Weekend Edition may curtail the practice of burying bad news on a Friday, Lloyd Trufelman, president of Trylon Communications, said it could still signal good news for business clients. "It very well has the potential to extend the business news cycle," he said.

While any new venture is a gamble, Trufelman said the edition is not a huge risk for Dow Jones. "It's a bet on a known commodity," he said. "It's not like it's a whole new thing."

Even so, the Pursuits section could require a different mindset as far as stories and pitching, Wailes said. "It's going to require a lot more of a focus on personalities and characters," he noted.

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