• by Michael Shields , September 7, 2004

The Wall Street Journal announced a series of advertiser-friendly changes on Tuesday, including the expansion of its Personal Journal section and a reworking of its major ad placements on two highly visible pages in its main section.

With the announcement, the Journal made no bones about the fact that its content was going lighter in an effort to please readers and advertisers.

"These new initiatives provide the Journal's unique readership with more innovative content focused on what we call the 'business of life,'" said publisher Karen Elliott House in a statement. "In addition, consumer advertisers will now have more opportunities to reach this desirable audience in exciting and relevant editorial environments."

The Personal Journal Section, launched in 2002, will add specifically-themed content on Wednesday and Thursday, similar to its successful "Health Tuesday" content.

"Personal Finance Wednesday" will offer advice for high-net-worth individuals as well as tracking new products and services from brokerage companies.

"Home and Family Thursday" will feature a weekly entertainment column and more coverage of home technology in areas such as entertainment systems and appliances.

The biggest change for advertisers will be felt in "The Daily Well" on pages A2 and A3 in the front section of the paper, where the Journal promises new ad placements which offer "prominent visibility in an uncluttered environment."

In addition to the specialty weekday sections, the paper's "Weekend Journal" section is also expanding. On Dec. 3, the Journal will publish "Weekend Journal Part 2," the first in a series of seasonal supplements, beginning with the "Weekend Journal Holiday Guide." These sections will be printed with an additional 200,000 bonus copies to be distributed in public places frequented by upscale consumers nationwide.