11:28 am Sep. 13, 2012
The Wall Street Journal's glossy luxury title, WSJ., may soon be losing its editor, Deborah Needleman, who—as we reported yesterday—has been offered a job editing rival magazine T: The New York Times Style Magazine.
But that's not dampening WSJ.'s confidence: The Journal announced today that the magazine's frequency will increase to 11 issues in 2013 and to 12 in 2014, making it a true monthly and marking WSJ.'s fifth circulation increase since its launch in 2008. Most recently, it was bumped up to 10 issues this year.
"WSJ. Magazine has become the benchmark by which all glossy magazines are judged," said Robert Thomson, editor-in-chief of Dow Jones & Company and managing editor of The Wall Street Journal, in a statement. "Our team's successful formula of gloss without dross, of style with substance, has recast the character of luxury magazines and broadened the Journal's already growing global audience."
WSJ. is a success story for The Journal, where the magazine generates new revenue categories in luxury advertising to supplement the revenues of the flagship newspaper. The title has brought 143 new advertisers to the Journal franchise since launch, and ad pages are up 45 percent year-over-year in 2012, according to a press release.
"It has really resonated with the advertising community, becoming a core outlet for marketers looking to reach the most affluent and influential audience possible," said publisher Anthony Cenname in a statement.
Losing Needleman would therefore be a significant blow to the Journal and a coup for the Times, which has been struggling to increase T's ad pages this year. Its previous editor, Sally Singer, left the title several weeks ago.
Reached yesterday, Needleman would not discuss the T offer.