NEW YORK—Porter Novelli has been named public relations agency of record for the launch of The Wall Street Journal’s Weekend Edition, scheduled for September of this year. The firm will design a comprehensive communications campaign to engage all Journal stakeholders—current and potential readers, as well as advertisers and media buyers—in all facets of the launch.
“We selected Porter Novelli for its experience and talent in understanding the multiple stakeholders that we need to address during this pivotal launch,” said Amy Wolfcale, vice president of corporate communications for Dow Jones & Company. “This is important since Weekend Edition will reach America’s most powerful audience and nearly 2.1 million subscribers—creating the largest national newspaper distributed on Saturday.”
In addition to providing business coverage, Weekend Edition will feature a new section, Pursuits, which will give readers advice on everything they care about outside of work, and focus on new and expanded areas of reporting, such as movie and book reviews, food and dining, and travel and leisure.
In addition to Porter Novelli, the Journal has engaged Berlin Cameron for advertising and Jack Morton for events planning.