WSJ To Humanize

NYT: Move over, People magazine. The Wall Street Journal is invading your turf.
Yes, the business newspaper in the gray flannel suit is emphasizing its human side. Starting today, The Journal is expanding its coverage of people and running a comprehensive index of all the people who are mentioned significantly in that day’s newspaper.
“People like to read about people,” said Paul E. Steiger, managing editor of The Journal. “We’re going to go with more names and a device that will help people if they or their best friends or worst enemies are somewhere in the paper.”
The index to people will appear inside the back cover of the Marketplace section on an expanded “Who’s News” page with a daily feature on an executive or business leader. Publishing consultants say that readers like such navigational tools, and many newspapers are making increasing use of them, sometimes on their front pages.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.