Abstract:
The Wall Street Journal is borrowing elements from popular Internet hangouts like Facebook as it seeks to boost usage.
WSJ.com, one of the few news sites to restrict many of its stories to paying subscribers, is changing its layout to help nonpaying visitors navigate and identify free, ad-supported content. Those visitors will see a different home page from users who sign in as subscribers.
The new "Journal Community" is coming Tuesday as part of the site's first major revision since 2002. There, paying subscribers create personal profile pages with their real names, job details, interests and photo, much as users can at Facebook and the professional-networking site LinkedIn.
Community members will be able to comment on individual stories, create discussion groups on specific topics and ask one another for advice on such topics as starting small businesses or finding a place to take clients during a business trip, say, in Prague.
The Journal's online audience has been growing fast, and nonpaying visitors make up the lion's share. WSJ.com has 4.7 million visitors in July, nearly twice July 2007's total of 2.4 million, according to comScore Inc. Only about 5 percent of the site's users are paying subscribers, the Journal said.