Wall Street Journal Goes Tabloid Overseas

10 May 2005

That venerable organ of the US business community, The Wall Street Journal, is changing to a compact format for its European and Asian editions.

The Wall Street Journal Europe and the Wall Street Journal Asia will appear in their new tabloid guise on October 17. The US edition will remain its traditional broadsheet size.

Publisher Dow Jones says the move will save up to $17 million (€13.24m; £8.98m) a year in production costs and, it is hoped, will attract younger readers.

US media consultant Mario Garcia says the paper is trying to appeal to "middle managers in their 30s and 40s … They want a quick read, and at the same time they want the depth."

A new joint subscription service is also being introduced whereby corporate readers pay a single fee to receive a daily copy of the Journal and access to the online edition. A weekend print edition is to launch in September [WAMN: 17-Sept-04].

Says John McMenamin, head of international advertising sales: "These new initiatives are an aggressive step to offer advertisers increased access to the Journal's unparalleled audience by combining both print and online platforms, and shifting to a compact format that better lends itself to the needs of our global readership and the advertisers who want more opportunity to reach them."

Dow Jones is following the trend of other European and, in particular, British papers to adopt a tabloid format. The Times and The Independent have already made the change while other UK broadsheets are making their preparations.

Data sourced from Brand Republic (UK); additional content by WARC staff