Wall Street Journal Unveils Smaller, Reader-Friendly Design

The Wall Street Journal unveiled a new, smaller newspaper design today aimed at bringing in younger readers with an easier-to-read presentation of news (access to wsj.com is free today, sponsored by Chuck and Chrysler).

The Journal listened to their readers and found they "could better tailor its efforts to how, when and where you access news," said Gordon Crovitz, the Journal's publisher.

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, making it easier to navigate.

In an interview, Crovitz said he had already received hundreds of e-mails Tuesday about the new design, which he described as ''overwhelmingly positive.''

''They say it is still the old Journal to them, and that it feels familiar,'' Crovitz said. ''They find it's easier to navigate, which is what we intended.''

Understanding that readers might need assistance with the change, the WSJ produced an 8-page "Readers Guide" (available here or here--PDF 5,303kb) to explain. They also highlighted eight key principles that guided the new look for the journal:

1. Make it easier for readers to navigate the Journal.
2. Create a hierarchy of stories, so readers know the relative importance of news.
3. Maintain the best visual traditions of the Journal.
4. Remember that Journal readers come to read, not to look.
5. Innovate graphically where improvements can be made.
6. Don't skimp on good journalism.
7. Balance long-form stories with secondary readings and quick story summaries.
8. Guide readers to the Online Journal--but don't overdo it.