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Business Editors Consider Wall Street Journal Weekend Impact

By Kevin Sweeney
September 16, 2005 04:06 PM
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With The Wall Street Journal expanding to a Saturday edition this weekend, other business editors debated the impact the expansion would have on their own products.

The Journal's move into the weekend market has been tailored after its longtime Friday Weekend Journal and Personal Journal. After announcing the expansion last September, the publication hired additional advertising and sales staff to bring it about.

Although it could be a competing weekend edition, other business editors are not anticipating any trickle-down effect into their own coverage and production.

"I don't think it has an effect at all on our coverage," says Bill Donnellon, business editor for The Record in Hackensack, N.J. "We've had a jump start on them for a while when it comes to Saturdays."

How much news is actually included in the edition remains to be seen. A new section is expected to include such topics as personal finance, sports and leisure.

"Until I see it, I get the impression the coverage is going to be soft," says Mary Leonard, assistant managing editor for business at the Pittsburgh Post-Gazette. "I think it's going to be more Personal Journal. But it's not going to change what we do. It may give papers like The New York Times more to think about on Saturdays."

While newspapers do not expect any change in their reporting, companies might think twice about sending a press release late on a Friday afternoon. But that also remains to be seen.

"A lot of business news happens on Fridays so it must be hard for the Journal not to have had a weekend paper," Leonard says.

Leonard says the online version of the Post-Gazette might carry more Dow Jones stories on the weekend as a result of the expansion.

At the time the Journal announced the expansion, Oklahoman Business Editor Clytie Bunyan said that business sections around the country may shift coverage at the beginning of the week, rather than the weekend.

"A weekend edition could force newspapers with a Monday section to change their format from a specialized focus to one that includes the latest news," she said. "It could also prompt newspapers without a Monday section to add one. But I don't think it will have much effect on the industry."

You can be sure business editors will keep an eye on the development and success of this weekend venture. But for now, the consensus seems to be business as usual.

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