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ONLINE RENEGADE: WSJ., the year-old glossy magazine from the Wall Street Journal, is branching out — and going against conventional Web wisdom in the process. While the title will continue quarterly print publication, next year it will add two online-only issues to the editorial calendar, going live in July and October to bridge the print issues. The bulk of the material will go live all at once, with some updated content in between, rather than being parceled out gradually, as online titles now do to generate regular visitors.
Editor in chief Tina Gaudoin said the magazine already had experimented with two smaller online-only issues that were “well received” by readers and advertisers, and that the forthcoming issues would include many of the same departments seen in the print edition. Asked if the online-only issues specifically would be adapted for the Web, Gaudoin replied: “They’ll be specifically adapted in the sense that it’ll be online. It will include the same length, the same quality, the same integrity as the magazine.” She said she is still deciding whether fashion well shoots would be produced for the Web. — Irin Carmon