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WSJ To launch weekend edition…

Another paper will thud onto my driveway on Saturday mornings… much to the despair of my wife who can’t fathom why I subscribe to four weekend papers as it is. According to the NYT:

Starting Sept. 17, The Journal will add a Saturday issue named Weekend Edition, with a new emphasis on softer features – entertainment, travel, sports, arts, books, real estate and, yes, recipes. The goal is to attract a more diverse base of advertising to pull The Journal out of its prolonged slump.

The Saturday paper, which will be delivered at no extra charge – at least initially – to subscribers, will have a more airy, more casual feel than its daily counterpart, but will still be instantly recognizable as The Wall Street Journal. – KATHARINE Q. SEELYE

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