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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
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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.

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, 2007 file photo.
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)
The Dow Jones news ticker is seen in New York's Times Square in this Aug. 1, 2007 file photo.
The Dow Jones news ticker is seen in New York's Times Square in this Aug. 1, 2007 file photo.   (Associated Press)
The Wednesday edition of The Wall Street Journal is shown August 1, 2007 in New York. Rupert Murdoch has sealed a deal to buy Wall Street Journal publisher Dow Jones & Co. for $5 billion, ending a century of family ownership and adding a crown jewel to his global media...
The Wednesday edition of The Wall Street Journal is shown August 1, 2007 in New York. Rupert Murdoch has sealed a deal to buy Wall Street Journal publisher Dow Jones & Co. for $5 billion, ending a century...   (Associated Press)
A commuter reads The Wall Street Journal while waiting for his flight, Wednesday, Aug. 1, 2007 at Hartsfield-Jackson Atlanta International Airport in Atlanta, Ga.
A commuter reads The Wall Street Journal while waiting for his flight, Wednesday, Aug. 1, 2007 at Hartsfield-Jackson Atlanta International Airport in Atlanta, Ga.   (Associated Press)
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