'Journal' unveils title with broad US push

NEW YORK: Behind this past Saturday's much-anticipated launch of The Wall Street Journal Weekend Edition was a carefully crafted communications plan that targeted subscribers, potential subscribers, and advertisers.

NEW YORK: Behind this past Saturday's much-anticipated launch of The Wall Street Journal Weekend Edition was a carefully crafted communications plan that targeted subscribers, potential subscribers, and advertisers.

Amy Wolfcale, VP of corporate communications for WSJ parent Dow Jones, said part of the effort built upon the ad campaign's slogan, "Have a Brilliant Weekend."

Kate Alexander, VP at Porter Novelli, which worked with WSJ on the launch, said one of the core messages centered on the Pursuits section, which includes lifestyle articles.

"It really builds on their 'Business of Life' franchise," she said.

WSJ also worked with Jack Morton to develop launch events across the country.

Kathy Goldman, SVP and creative director at Jack Morton, said the goal was to create scenarios that would capture the importance of the weekend.

The main event was set to take place on Thursday, September 15, at Tribute, a 12,000-square-foot loft space in New York City. Goldman said the event was to include such weekend happenings as a Friday night happy hour, a Saturday afternoon barbecue, and a Sunday beach outing.

Subsequent events will occur throughout the fall in 10 other cities, including Atlanta, Boston, LA, and Washington, DC.

While the concept of a "brilliant weekend" was important, Wolfcale said, "the deeper message is that this is the sixth day of The Wall Street Journal that is about service to our subscribers and service to our advertisers."

She added that a "broad and national" PR program was important to the Weekend Edition launch. An SMT featuring WSJ publisher Karen House and Paul Steiger, managing editor, was planned for last Thursday.

The PR team also planned an RMT and distributed ANRs to approximately 1,000 stations. Wolfcale said targeting local markets was a key part of the media outreach, considering that Weekend Edition will make WSJ the largest nationally circulated Saturday paper.

The PR team worked with WSJ's circulation department to determine where Weekend Edition would have a presence.

"The imperative behind the entire PR planning ... has been to ensure we were reaching our national audience where they are," she said. "The national character of it has been one of the most fun and relevant concepts behind the PR programming."

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