03/28/2008 02:46 am ET Updated May 25, 2011

WSJ Settles On A Name For Glossy Magazine

Let the inevitable comparisons to The New York Times' T begin: The Wall Street Journal's new glossy magazine has officially jettisoned the name Pursuits in favor of...WSJ. That's W-S-and-J -- period included. (So, too, let the punctuation wrangling commence.) A spokesman confirmed the name: "Its understatedness suits the personality of the Journal and avoids the pretense and artifice of many bad magazine names. The three letters happen to be typographically quite pleasing. And its simplicity gives us enormous flexibility visually and semantically."

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