Algo de grupo sobre diseño Editorial

Wall Street Journal Weekend Edition
Makes DebutNEW YORK (Reuters) -

The Wall Street Journal's debut Weekend Editiondelivered a familiar mix of well-written business and lifestylearticles, but some experts said there was still some work to be doneon the advertising side."It doesn't look like they've broken through to new categories ofadvertisers, which is one of their objectives," said Peter Kreisky, aNew York media consultant and chairman of The Kreisky Media Consultancy.The new edition posed a logistic problem for the Journal, published byDow Jones & Co. Inc.. For months, the paper -- widely read at theoffice -- has been urging subscribers to let it know if they preferreda different address for Saturday delivery.Howard Belk, chief creative officer of brand consultants Siegel &Gale, said the new weekend paper had a nice assortment of financialand lifestyle-oriented advertising but he sensed an opportunity to domore."As I looked at it I thought there is 'conventional thinking' going onhere," Belk said. He said the Weekend Edition seemed short onadvertisers such as consultants who can catch busy readers at a timewhen they are free to contemplate complex issues."It's a very high-quality product, but for a debut issue that's notsurprising," said Bruce Eatroff. a partner at Halyard Capital. "Thetrue test will be 12 weeks from now."The Weekend Edition consists of a section that reports on Friday'sbusiness news, a section on Friday's financial markets and on personalfinance, and "Pursuits," which contains life- style articles.Eatroff said if Weekend Edition can develop four or five regularfeatures such as a popular wine column that appears in Friday'sWeekend Journal, it could do very well.John Morton, a newspaper industry consultant and president of MortonResearch Inc., said the Journal has to make a nationally distributedpublication appeal to readers used to finding local content in theirnewspapers."It will be interesting to see how they focus the editorial content ofthe Saturday paper and make it pertinent to local readers and localmarkets."Kreisky said he came away disappointed because he saw too muchresemblance to the Monday through Friday Wall Street Journal."I can only think they're trying to play it safe and they've missed anopportunity to redefine themselves on the weekend," Kreisky said.By Cal Mankowski © Reuters 2005. All Rights Reserved.

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