"We integrate radically"
Raju Narisetti, European Editor-in-Chief of the business press, on the most comprehensive relaunch in WSJ history.
European editor-in-chief Raju Narisetti on the most thorough relaunch in WSJ history.WW: Mr. Narisetti, your parent paper
will continue to be published as a broadsheet after October 17. In the USA
apparently more skeptical about the small format than in Asia and
Raju Narisetti: With innovations such as the recent introduction of color on the
Front page play the international editions of the Wall Street Journal
always played a pioneering role. The fact that the US edition with its almost two
The fact that millions of readers do not also switch is mainly due to logistical reasons:
60 to 70 large pages would result in a compact newspaper instead of a
Economic book. In Europe, we are aiming for a smaller, but still
finer audience and make a correspondingly slimmer newspaper.
WW:
Tabloidization is likely to have a strong influence on the type and scope of reporting.Raju Narisetti:
Maintaining our journalistic depth of focus is one of the most important
major strengths of this radical relaunch. Some stories will be
more concise; but in a 36-page sheet, six
Article more space than in the comparable broadsheet. From
"Tabloidization" can therefore only formally, but not qualitatively, describe the
be a question.
WW:
Why didn't you give preference to the so-called Berlin format - as the Guardian did recently?
Because our print shops in Europe and Asia do not meet the requirements
to produce this medium format. The fact that the Financial Times
Germany (FTD) is already using this method, which is also common in Switzerland.
size did not, of course, make this decision any more difficult.
WW:
FTD and Handelsblatt will soon offer electronic evening editions in PDF format.Raju Narisetti:
Germany is an important, highly dynamic and growing market for us.
market. However, our compact offering is not a reaction to the
competitors, but rather a proactive fusion of print and
Internet in a way that has never been seen before in this consistency and
has given. The double logo symbolizes this new, through and through
integrated product.
WW:
Who do you consider to be your competitors in the Swiss reader market?
Basically any publication that has a story that I would like to read.
would have had in its own paper. Because with a paid circulation of
5244 copies (2004), Switzerland is one of our top seven markets
in Europe.
WW:
Does this also apply to advertising revenue?Raju Narisetti:
Switzerland is an important advertising market for the Wall Street Journal
Europe. And a growing one: compared to last year, we increased
2005 to date.
will continue to be published as a broadsheet after October 17. In the USA
apparently more skeptical about the small format than in Asia and
Raju Narisetti: With innovations such as the recent introduction of color on the
Front page play the international editions of the Wall Street Journal
always played a pioneering role. The fact that the US edition with its almost two
The fact that millions of readers do not also switch is mainly due to logistical reasons:
60 to 70 large pages would result in a compact newspaper instead of a
Economic book. In Europe, we are aiming for a smaller, but still
finer audience and make a correspondingly slimmer newspaper.
WW:
Tabloidization is likely to have a strong influence on the type and scope of reporting.Raju Narisetti:
Maintaining our journalistic depth of focus is one of the most important
major strengths of this radical relaunch. Some stories will be
more concise; but in a 36-page sheet, six
Article more space than in the comparable broadsheet. From
"Tabloidization" can therefore only formally, but not qualitatively, describe the
be a question.
WW:
Why didn't you give preference to the so-called Berlin format - as the Guardian did recently?
Because our print shops in Europe and Asia do not meet the requirements
to produce this medium format. The fact that the Financial Times
Germany (FTD) is already using this method, which is also common in Switzerland.
size did not, of course, make this decision any more difficult.
WW:
FTD and Handelsblatt will soon offer electronic evening editions in PDF format.Raju Narisetti:
Germany is an important, highly dynamic and growing market for us.
market. However, our compact offering is not a reaction to the
competitors, but rather a proactive fusion of print and
Internet in a way that has never been seen before in this consistency and
has given. The double logo symbolizes this new, through and through
integrated product.
WW:
Who do you consider to be your competitors in the Swiss reader market?
Basically any publication that has a story that I would like to read.
would have had in its own paper. Because with a paid circulation of
5244 copies (2004), Switzerland is one of our top seven markets
in Europe.
WW:
Does this also apply to advertising revenue?Raju Narisetti:
Switzerland is an important advertising market for the Wall Street Journal
Europe. And a growing one: compared to last year, we increased
2005 to date.
WW: Was there any editorial resistance to opening up the sacrosanct front page for advertising?Raju Narisetti:
What may look like a breach of taboo from the outside was an internal
organic process. Other global quality newspapers such as the
The International Herald Tribune and the Financial Times offer their
advertisers have had this premium placement for a long time. Our response
only in response to long-standing customer requests. But don't worry, something is and
remains sacred to us: the Chinese wall between the publisher and the editorial team.
Interview: Oliver Classen
