Starting in mid-September, The Wall Street Journal will publish a new weekend edition that will concentrate on lighter topics, like sports, entertainment and food & wine. The goal is to "attract a more diverse base of advertising to pull The Journal out of its prolonged slump." With that goal in mind, the weekend version will have a "more airy, more casual feel." Karen Elliott House, publisher of the paper, explains: "The idea is to allow people to relax with The Wall Street Journal."

The New York Times' coverage of the new weekend edition from The Wall Street Journal is interesting -- mostly since The New York Times is facing the same kind of financial pressure to bring in more advertising dollars from different sources. According to the NYT, the WSJ is planning to "fluff up its editorial mix." The Financial Times already publishes a weekend edition, and that's not too fluffy. What's really fluffy is the new MarketPlace Weekly from the Times -- a few re-heated articles from earlier in the week and a ton of classified ads.