* Wall Street Journal to print daily sports page
* Sports page expands WSJ's non-business coverage
By Robert MacMillan
NEW YORK, March 2 The Wall Street Journal is
expanding its sports coverage to six days a week, part of the
newspaper's attempt to reach readers interested in more than
its traditional business and financial news.
The Journal, whose parent company Dow Jones & Co is owned
by Rupert Murdoch's News Corp (NWSA.O), will start publishing
the section in the U.S. paper on Tuesday.
The paper already has a sports page that runs once a week
on Fridays in its Weekend Journal section. The new sports
section will run daily Monday through Saturday. The paper does
not publish an edition on Sundays.
The Journal covered sports and sports business before
introducing the Friday page a year ago. It wants to use the new
section to produce analytical articles and statistics- and
graphics-laden packages that put a forward-looking spin on the
news, Sports Editor Sam Walker said.
"We're not doing game coverage," he said. "These are
stories that are idea-based with big themes."
The expanded sports coverage fits into Murdoch's desire to
compete with The New York Times (NYT.N) and other media outlets
by offering stories to attract a wider base of readers and
advertisers even as print advertising declines.
Automakers and pharmaceutical and beverage companies are
among advertisers who have expressed interest in the section so
far, though no advertisers have committed to buy space there
yet, said Chief Revenue Officer Michael Rooney.
"Those are all areas where we're talking to clients and
they're excited about this," he said.
Walker said some of the first stories will be a
"big-picture analysis piece" about a major U.S. sports league
and a statistical package about pro-golfer Tiger Woods.
The sports section will feature an online component at
wsj.com. Reporters will engage in live chats with subscribers
to the website, and also will cover games through live blogs,
(Reporting by Robert MacMillan; editing by Richard Chang)