The New York Times - Maybe newspapers really are dying, as some media analysts have been predicting for decades, but apparently that does not apply to newspaper wars. A doozy is shaping up at the moment between The Wall Street Journal and The New York Times.
In an attempt to eat into The Times’s mass-market audience and lure away some of its luxury advertisers, The Journal has already edged away from its traditional role as a national business paper, adding a daily sports page and a bimonthly magazine, strengthening foreign and Washington coverage and shifting the mix of articles on its front page.
Now The Journal, part of Rupert Murdoch’s News Corporation, is making its biggest and most audacious move yet away from its roots, starting up a local news section for New York to compete directly with The Times for affluent, general interest metropolitan readers and the high-end advertisers who covet them.
The new daily section, to start on April 12, will average 12 pages and be included only in those copies distributed in the New York market. According to journalists at the paper, there will be a daily real estate page, and separate daily segments devoted to culture, business and particularly sports.
Reporters will also cover traditional metro news, including government, but insiders say the section will be selective in its approach to such topics.
The initiative is intended less to raise circulation numbers than to steal away a large portion of the consumer advertisers — like high-end retailers, luxury goods makers and residential real estate companies — that have traditionally preferred The Times.
http://www.nytimes.com/2010/03/22/business/media/22journal.html
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