"Wall Street Journal" and "WSJ.": Marcus Brauchli's Exit Will Have No Impact On The Planned Magazine.
Monday, April 28, 2008

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On April 10, The Wall Street Journal managing editor was front-and-center at the New York press conference giving specifics for WSJ., the glossy lifestyle magazine that will debut in the September 6 Wall Street Journal and, beginning in January 2009, inserted in the first Saturday edition each month (min, April 14, 2008). Given that Brauchli was promoted last spring by the WSJ's former Dow Jones & Co. management (succeeding the retired Paul Steiger), his announced leaving last Tuesday (April 22) to allow, in his words, Rupert Murdoch and News. Corp. "to have an m.e. of their choosing," was no surprise.

Code word throughout the press coverage was change, and yet ironically, that is exactly what WSJ.--which Brauchli helped name and implement--is. WSJ chief revenue officer (since June 2007) Michael Rooney tells min that "we are proceeding as scheduled, and we anticipate a healthy launch. The foundation for WSJ. started before Marcus was promoted and before I came here [from ESPN]. That shows the importance of our building the WSJ readership and advertising beyond the financial category, which was amplified after the NC acquisition." Today (April 28): Ellen Asmodeo (ex-Travel + Leisure) formally starts as WSJ. publisher, joining editor Tina Gaudoin (ex-Harper's Bazaar/Vogue [U.S.]/ex-Luxx/Tatler [U.K.]).

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