The august organ of US business news, the Wall Street Journal, has removed its tie, put up its feet and embraced the weekend.
The newspaper, published by Dow Jones, has just launched its Saturday edition, in a bid to increase revenues from its core of financial services, corporate image and technology ads.
The Saturday paper, with its softer news and features, aims to capture advertising from the leisure, entertainment and travel sectors.
The paper claims it has signed up around 120 advertisers to appear on and off throughout the year, including companies making their debut, such as Land's End clothing.
The Weekend Edition ran to 64 pages in three sections, including Pursuits, which features lifestyle articles.
Managing editor Paul Steiger says around 90% of the Journal's 1.75 million weekday print subscribers gave the company their Saturday addresses so they could receive the new paper; the price, at least initially, is included.
Dow Jones chairman/ceo Peter Kann, says it might take three years to measure the success of the Weekend Edition. His key indicators include renewal rates by readers and advertisers, the responses to direct-mail pleas, how many new advertisers it attracts, whether its total amount of advertising grows, whether it can break news on the weekends and whether it can provide what he calls "truly original content".
Data sourced from New York Times; additional content by WARC staff