The Hook Is The Look Of The Journal

Financial news junkies already have a wide array of wire services from which to choose. But most news wires just send reams of unadorned text to computer screens. In an attempt to create a more appealing and personalized reading experience, Dow Jones & Co., one of the world's largest suppliers of real-time electronic news, plans to introduce a digital version of its flagship newspaper The Wall Street Journal that has the look and feel of the actual printed version.

Called The Wall Street Journal Personal Edition, the advertisement-free newspaper will start in September as a $50-per-month information service for Macintosh computers. Not only is it the first electronic edition of the Journal to present the typefaces and headlines that can be seen in print, but it is also the first that can be customized by the reader. Using software from Menlo Park (Calif.)-based Ensemble Information Systems Inc., electronic subscribers can preselect from an index the type of stories they want to read first--ones on biotech topics, for instance. In addition, readers will be able to set up customized news feeds at different times of the day--financial news at 8 a.m. and again, say, after the stock market closes. Future versions may include illustrations and graphics.

Before it's here, it's on the Bloomberg Terminal.