Magazine article Editor & Publisher

'Wall Street Journal' Launches High-End Mag at Boastful Breakfast

Magazine article Editor & Publisher

'Wall Street Journal' Launches High-End Mag at Boastful Breakfast

Article excerpt

For most in the upscale magazine world, "Tina" refers to Tina Brown, the outspoken veteran of Vanity Fair, The New Yorker and others.

But another Tina appears ready to make her name known: one Tina Gaudoin, the new top editor at "WSJ," The Wall Street Journal's blatantly high-end publication slated for a September first issue.

Gaudoin and others from the luxury magazine showed off their new weekend read at a breakfast gathering at Manhattan's CORE:club. Gaudoin comes to the U.S. from The Times of London, another News Corp. publication. There, she oversaw LUXX, that paper's upper-income magazine.

During today's morning event, which included a video presentation, gift bags, and a spread of coffee, pastries, and continental breakfast cuisine, Gaudoin showed a mix of confidence, wit and a slight smarm for her new American surroundings.

Some sound bites:

*On WSJ's purpose: "We intend to make 'WSJ' the authority on luxury and wealth. Advice on everything from buying a new automobile to commissioning artwork."

*On her approach that the magazine should be fun to put together: "That may be a bit of a shock to the people at the Journal."

*On the question of whether her main competition will be "T," The New York Times Style Magazine: "I don't believe that. 'T' is very New York-based. We are less gritty. One of the things that will characterize us is a sense of humor."

*On what kind of paper stock the magazine will use: "really thick and expensive."

In the video presentation and in comments by herself, Dow Jones Consumer Media Group Senior Vice President Michael Rooney, and Journal Managing Editor Marcus Brauchli, it was clear the new magazine is aiming to reach the highest levels of luxury, fashion and, of course, wealth.

"The world of the Journal reader outside the office is rich and rewarding," Gaudoin said, adding that that does not mean such luxury is only available to the wealthiest. She contended that "today, luxury is available to all, to everybody if you like. …

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