• WWD, Wednesday, September 23, 2009 11:19 PM

WSJ., the year-old glossy magazine from The Wall Street Journal, is going against conventional Web wisdom with the addition of two issues to its quarterly calendar next year. While the quarterly issues will continue to be in print, the new issues in July and October will be online only.

The bulk of the material in the online issues will go live all at once, with some updated content in between. In contrast, most online titles parcel material out gradually as a way to generate regular visitors.

The magazine had previously experimented with two small online-only issues that were "well-received" by readers and advertisers, says editor in chief Tina Gaudoin. The forthcoming online issues will include many of the same departments seen in the print editions, "with the same length, the same quality, the same integrity" as the regular magazine, she says.

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