The Times has 44% of its weekday circulation in the New York City area; high-end retailers overwhelmingly place their newspaper ads in the daily. The Journal derives an estimated 15% of its circulation from the region, so it is offering deep discounts for its Apr. 26 local launch. Saks Fifth Avenue has signed on. "There's no question a price war with Rupert would hurt," says Moody's analyst John E. Puchalla. Even if Murdoch loses money, he can still hurt his rival.
advertisement
advertisement