MEDIA
10/16/2008 05:12 am ET | Updated May 25, 2011

WSJ.com Adds Social Networking Element

The venerable Wall Street Journal will activate a revamped version of its Web site, WSJ.com, early Tuesday morning.

The new site isn't a lot different from the old one, based on screenshots and other details Journal executives shared with me last week. It has a cleaner, more inviting look, thanks to fewer ads and the elimination of the navigation buttons on the left side of the home page. Unchanged is the most important aspect of the current site: the wall that blocks non-subscribers from reading most of The Journal's business news articles.

However, one aspect of the redesign is radical, and if it's successful, it could provide lessons for other news organizations trying to build deeper connections with their readers: New community features will allow WSJ.com's million or so paid online subscribers to comment on every story, pose their own discussion questions, e-mail each other and set up profiles that will allow others to see what they're doing on the site.

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