Drumroll Please... A Newspaper That's Added Content

Ok, so I realize this doesn't come as a surprise to anyone who's paid attention thus far to the Wall Street Journal's new weekend magazine, WSJ. But, hey, in this media and economic environment until the thing shows up on your doorstep more than once nothing can be taken for granted.

What to make of this new offering? Well, a lot of people are talking about gifts in the latest edition -- the editor, a 13-year-old violinist -- and I suppose the whole mag is a present from Rupert to you, the soft-feature-story-loving reader.

Speaking of Mr. Murdoch, remember when he said pretty plainly that he, um, wanted to displace the Times as the paper of record. Maybe he meant in the regular print edition? Cause while colorful (speed walking across the Sahara, cool), the mag doesn't look like it's going to bring home any Pulitzers. To be fair, it was billed as a luxury lifestyle magazine and the "authority on modern wealth."

And so clearly Rupe's going after the Times in another way. Take a look at the ad on the magazine's home page: Cartier.

Bling's in your court, Sulzberger.