Magazine article Editor & Publisher

WSJ Catches Olympic Fever

Magazine article Editor & Publisher

WSJ Catches Olympic Fever

Article excerpt

First spot-color advertising. Now a sports page. What's to become of the Wall Street Journal?

Not four-color news photos, Dow Jones & Co. spokesman Roger May says.

But the Journal did start offering spot-color ads last year after plunging ad volume left it with excess press capacity.

And on Jan. 24 the Journal announced the first sports pages--however brief--in its 102-year history.

"The daily diary of the American Dream," as the five-day-a-week business paper bills itself, said it will publish a daily sports page during the winter and summer Olympics this year.

"One of the things missing from the Journal, other than a crowsword puzzle, is sports," May said. "Our readers are interested in the subject."

The sports page is scheduled to run 25 days: Feb. 7 through Feb. 21 for the winter games in Albertville, France, and July 27 through Aug. 7 for the summer games in Barcelona, Spain.

"Given the significance of sports in the business world and the high reader interest in the games," Journal general manager Kenneth L. Burrenga said, "coverage of these events is a logical extension of our commitment to deliver well-rounded information to our readers. …

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