Mobilization for managers
Business press The Wall Street Journal Europe merges its offline and online editorial teams
(WSJ) has always been to the global financial community what the
NZZ feuilleton for the Swiss cultural chic:
prestigious compulsory material. Legendary, for example, are the long,
decorated with copperplate portraits of prominent guest authors
Stock market tracts. Compared to the WSJ, the increasingly colorful NZZ
like a revolver blade. Even the gentle facelift of the
Europe edition in 2000 not much.
Accordingly, the relaunch of the
European and Asian spin-offs of the flagship from the
listed media group Dow Jones like a palace revolution. The
radical complete switch to tabloid is not crisis-induced,
assures Raju Narisetti, "Editor in Chief" of the 1983
launched WSJ Europe. Rather, it is a way of
Usage habits of the two-thirds of senior managers
existing readership. "These people treat the newspaper and
Internet on an equal footing, consume both primarily on the move and
want media that complement each other as seamlessly as possible."
Water - a sign of the future?
The desired fusion of offline and online is expressed through
the new editorial design by the pope of editorial design Mario Garcia.
Newspaper header: The name changed from blue to black, in which
"Europe" now only appears as a subtitle, the watermark
WSJ.com deposited. In addition to visual features, the
Navigation through the offline and online editorial content
harmonized.
The result is a completely new dual product that is characterized by the
drastic changes and the switch to small format
clearer, more uniform and, above all, simpler.
The fact that the international editions last Monday included an eight-page
"Reader's Manual" in the new format, however, leaves some room for improvement.
need for explanation. Meanwhile, advertising customers can look forward to
more color positions, new formats as well as commercial release
on the front page. What is placed there will appear in future
also as a homepage banner.
Subscription now also works online
In terms of content, the relaunch announced last September
evolutionary at best. A few more special interest pages - from
"health" to "wealth" - and new columns, otherwise the editorial content will be
everything remains the same. The most innovative thing is the
landing page" eurolinks.com, where all the company's own and
additional content can be bundled together. Pioneering and courageous on the other hand
is the decision of the Dow Jones headquarters to grant all international
to grant subscribers free access to WSJ.com in the future - a program that has been
glorious history of this with currently 744000 paying users
most successful journalistic website.
Speaking of Group headquarters: with the conversion of its regional splits to the
trend format, the global business journal not only pays homage to the
spirit of the times, but also Dow Jones' savings doctrine. The
parent company - with a development budget of 7 million dollars - with
Cost reductions of 17 million dollars annually. Where exactly savings were made
Raju Narisetti, who is based in Brussels, leaves it open as to what will happen. At the
editorial office, because there are only "relocations of
resources" between print and the Internet.
Oliver Classen
