• Ad Age, Monday, June 18, 2007 10:30 AM

The Wall Street Journal and USA Today are working on glossy magazines to distribute with their flagship papers, say various executives and media buyers. If they do, the projects will point to one of magazines' advantages in the digital age: beauty, fashion and other lifestyle advertisers are happier to spend money if their ads appear on thick, glossy pages.

While the Journal's development process hasn't reached presentations or proposals, ideas now under consideration include Saturday delivery with the current weekend product. USA Today is farther along and is planning a fall rollout for a monthly to focus on active lifestyle pursuits, such as jogging, traveling, kayaking and hiking.

"We felt like, given our brand, the fact that we have this broad appeal and are known for covering a lot of different things, it seemed like a good idea to try to launch a magazine that would target this approach," says Susan Lavington, the paper's senior vice president-marketing.

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