Journal eyeing other new editions as well Dow Jones may mimic NY approach elsewhere in the country By Louisa Ada Seltzer Apr 20, 2010 Share | The Wall Street Journal is set to launch its much-anticipated New York edition in less than a week, and if it's a success  more regionalized editions of the paper are likely to follow. The Journal is regarding the New York paper, with a widened focus on New York politics, arts and sports, as a potential first step to rolling out other such editions across the country, according to Ad Age. Dow Jones CEO Les Hinton told the trade, "If this works for us there are other parts of the country that we would look on as potential next steps." That echoes a move recently made by The New York Times, the Journal's principal rival with this new edition. The Times began printing a regionalized edition in San Francisco last year, though with less fresh content than the WSJ project promises. At the time the Times project was announced, the paper reported that the Journal too was eyeing a Bay area edition.  Whether that's still in the plans is not known, but it would certainly be a logical next step for the Journal if the New York edition is a success. Meanwhile, the New York edition is receiving a deafening amount of buzz leading up to Monday's launch. Already the edition has wooed some traditional NYT advertisers, including Saks Fifth Avenue, Bloomingdale's and Bergdorf Goodman, and some advertisers are buying space with the Journal for the first time, such as The American Ballet Theatre and Gagosian Gallery. There have been reports that the Journal is offering deep discounting to draw new advertisers. Tension between the Times and the Journal has been mounting in the run-up to the New York edition as well, with the Times printing several critical articles about the venture. One Journal reporter on the edition has defected to the Times, which set tongues to wagging, and News Corp. CEO Rupert Murdoch has stirred it up further by appealing directly to Times readers to switch. Suggested Murdoch last week in a message to Times subscribers: "Cancel your subscription, read it on the web for free and buy the Journal." ***

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Louisa Ada Seltzer is a staff writer for Media Life.	© 2012 Media Life Magazine