At Murdoch's Journal, No Cheap Makeover

New faces and ideas to mine affluent audience, but no Foxification
By Jason Farago,  Newser Staff
Posted Mar 5, 2008 10:44 AM CST
A smiling Rupert Murdoch, Chairman of NewsCorp leaves the NewsCorp Building after a vote by his board to approve the purchase of the Dow Jones Company at his Headquarters in New York in this July 31,...   (Associated Press)
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(Newser) – Rupert Murdoch may now own the nation's hallowed financial bible, but the dumbing-down fears that accompanied the purchase of the Wall Street Journal have so far proven unfounded. This week the Journal will introduce a new sports page that will integrate stats from another News Corp. property, but Murdoch's company has so far resisted other tie-ins—even some proposed by WSJ execs—saying they don't want to cheapen the brand.

The average household income of a Journal subscriber is $253,000—a demographic that advertisers salivate over and will be targeted by a new glossy magazine, titled WSJ, reports the Washington Post. The biggest change might concern personnel: a number of veteran Murdoch executives have come on board, and the Journal is skipping Wall Street to move into the News Corp. offices in Midtown Manhattan.