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Originally published Wednesday, January 3, 2007 at 12:00 AM

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Wall Street Journal tailors its new format to be smaller

The Wall Street Journal introduced a smaller, re-designed format on Tuesday that publisher Dow Jones & Co. hopes will save money and...

NEW YORK — The Wall Street Journal introduced a smaller, re-designed format on Tuesday that publisher Dow Jones & Co. hopes will save money and help make the paper more appealing to a wider base of readers, especially younger ones.

Dow Jones says the narrower width, which reduced the size of the paper by about one column, or 3 inches, will save about $18 million a year.

Moving to a more standard format used by other newspapers will also allow the Journal to be printed in more places.

The new design leaves about 10 percent less space for news stories, but half of that loss is being made up by cutting back on the amount of stock tables and other statistical data in the paper. Along with the changes in the print version unveiled Tuesday the Journal launched a more robust online feature for tracking financial markets, www.WSJMarkets.com.

"Readers told us that the Journal could better tailor its efforts to how, when and where you access news," Journal Publisher Gordon Crovitz said in a letter to readers.

As for the reduced size, Crovitz said, "the almost unanimous reaction among readers in focus groups was that this would make the newspaper more convenient and literally handier."

Early reaction was positive. Melissa Pordy, media director for the advertising firm Cheil Communications America, called the new design "very reader-friendly," noting that fewer stories "jumped" to other locations in the paper.

A number of major newspapers have already moved to the smaller size, including USA Today and the Los Angeles Times, leaving the Journal as a holdout with its more traditional wide width.

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