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. Last Updated: 07/27/2016

Colored WSJ Debuts in Europe

NEW YORK -- The Wall Street Journal, long an also-ran to The Financial Times in the competition for European consumers of financial news, has begun marketing its way across the Continent to challenge its rival's dominance - and The Financial Times is responding in kind.

Monday, the Journal unveiled its new Continental persona, a newspaper that colors its name blue and abandons the pinstriped look of the American edition in favor of a colorful, web-influenced design.

More important, it has repackaged and supplemented its coverage of technology and the new economy in a new section called Networking, with specialized columns on subjects like advertising in Europe, and added about 14 reporters, bringing the total to more than 80.

It will also take advantage of its 6-month-old alliance with the von Holtzbrinck Group, publisher of the German business daily Handelsblatt, by increasing the number of Handelsblatt articles it translates and publishes and trading news executives with its German partner. In June, Dow Jones & Co., the Journal's parent, took a 22 percent stake in Handelsblatt, while von Holtzbrinck bought 49 percent of The Wall Street Journal Europe.

Richard Tofel, vice president for corporate communications at Dow Jones, said the company intended to step up its challenge to The Financial Times, which outsells the Journal 121,000 to 83,000 on the Continent. The Journal is aiming at a 140,000 circulation by 2003.

The Financial Times currently trounces its American rival in its home base of Britain, 200,000 to 67,000.

The Journal's move comes about a year after The Financial Times strove to raise its profile in the United States, where its circulation, now 102,000, has nearly tripled in three years.

The Financial Times has Continental designs of its own. Lionel Barber, the paper's news editor and second in command of the newsroom, said Friday the start of The Financial Times' German-language version.

Barber also said the newspaper had hired an additional 120 journalists to write for its web site,

Tofel, for his part, said: "They're not a serious threat to us in America. We've won the game in Latin America. There is no game in Britain - they won. The game is in the continent of Europe. We're going to step up and play the game much more aggressively."