The new Wall Street Journal debuts today. WSJ owner Rupert Murdoch has redesigned it to expand its "traditional, pin-striped base," according to Johnnie L. Roberts, Newsweek reporter. Murdoch still believes that "newspapers are the most influential media for shaping the public discourse, even in this new-media century."

The new Journal will feature:
- An increased focus on politics, international news, culture, and sports.
- A refocused front page.
- A relaunch of the A section that will cover general news.
- Marketplace, the second section, which will cover corporate America.
- Money and Investing, the third section, which will continue to report news of financial markets and investing.
- A weekly sports page.
- An additional op-ed page, so that it has 3 pages instead of 2.

Also, a culture section is being developed in the Journal's weekend edition for the fall.

The redesign of the paper is also Murdoch's challenge to The New York Times.

But many media and communication experts argue that the Journal will not be a threat to the Times even with all the changes; in fact, the changes may damage the Journal brand.

"Turning a paper into an old-fashioned variety show--we have a little of everything--I don't think is the route to success," said a former senior Dow Jones executive. "The risk you run is that you are not best at anything." 

Arthur Siskind, senior adviser to Murdoch, remarked that "the need to bolster and broaden the Journal's production and delivery is one reason [Murdoch's] battle with the Times will have to unfold gradually." Murdoch is in talks for local newspaper publishers to print the Journal, so the paper can be printed earlier and story deadlines can be extended.

Even so, the Times has faced some difficulties. Advertising has fallen almost 11%, (Read more at our sister blog SFN) "the sharpest drop in memory," the Times wrote. While it is cutting its staff by 100 (Read more at SFN), Murdoch has been spending money on WSJ's Washington bureau, seeking additional printing capacity, and developing the weekend magazine, WSJ.

"The New York Times has had broad coverage for 156 years now," New York Times CEO Janet Robinson said, "and from that perspective we are far advanced in the type of journalism we create and the type of advertising we bring into the paper."

Source: Newsweek through Paidcontent.org