US: ‘Wall Street Journal’ joins Starbucks newspaper battle

Just two weeks ago, USA Today became available in 6,500 Starbucks for the first time in almost a decade, challenging The New York Times, which had long been the only national newspaper sold by the coffee retailer. Now, the Wall Street Journal is expanding its New York distribution, adding Starbucks stores in New York City and parts of New York State, New Jersey, Connecticut and Pennsylvania, writes AdAge. The move comes just weeks before the Journal introduces a New York edition, to be included in copies distributed in the New York market, which is said to be a direct assault on The New York Times’ advertisers and readers. The Journal has already sold ads for the New York edition to advertisers like Bloomingdale’s and Bergdorf Goodman, big New York Times advertisers. Meanwhile, USA Today and The New York Times are both fighting the Wall Street Journal in ad campaigns. The Journal proudly announced last fall that it had usurped USA Today’s dominance as the country’s largest-circulation daily newspaper. Now, USA Today is running a campaign, titled What America Wants, that is meant to question the Wall Street Journal’s relevancy. The Times is running its own ad campaign geared toward keeping advertisers from jumping ship and running to the Journal’s New York section. The ads are running in newspapers, trade pubs, and online, while ad execs are being targeted with coffee giveaways.


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