NEW YORK: You can tell Rupert Murdoch's latest baby is an aristo to its immaculately manicured fingertips. And its pedigree is double-underscored by an editor who uses terms such as 'eschatological angst' when hyping its launch.

WSJ is a new quarterly magazine from Dow Jones that targets 800,000 selected plutocrats in the US and 160,000 in Europe and Asia.

According to Robert Thomson, the recently imported Briton who is now managing editor of the Wall Street Journal: "The eschatological angst that characterises much of the newspaper industry does not exist at Dow Jones. Advertising is phenomenal at the magazine and strong at the newspaper." 

WSJ will launch this weekend with 51 advertisers, thirty-two of which already advertise in the newspaper, nineteen who do not. It is claimed that the venture will be in the black from its first issue. 

A random example of WSJ's debut editorial content – the exercise habits of Republican vice-presidential candidate Sarah Palin – suggests that it is striving to become a platinum-plated version of OK! Magazine

Or as WSJ prefers to term it: "The inside track on how to live life to the fullest."

Data sourced from Financial Times; additional content by WARC staff