Rupert Murdoch supports the introduction of new editorial content. Specifically, he wants to leaven the dense financial reporting with more coverage of politics and entertainment. In addition to attracting more readers, such moves are viewed as helpful in luring more advertisers for consumer goods.
Prior to Murdoch's purchase of publisher Dow Jones, the WSJ also announced plans to launch a new monthly magazine titled Pursuits, with global distribution of 1.6 million in North America, Europe and Asia.
Following Murdoch's purchase, it was announced that Pursuits will be edited by Tina Gaudoin, previously the editor of Luxx, a similar quarterly published by The Times of London, also owned by Murdoch.