Beginning Sept. 17, the venerable broadsheet's new edition will seek to attract a broader readership -- and boost advertising revenues, Dow Jones & Co. said.
Readers will initially get the extra edition at no cost, will find three sections, news, money and investing as well as "Pursuits," which will feature leisure activities, The New York Times reported Monday.
The move is seen by analysts as an admission that the newspaper needs to boost sales.
"What I wonder is if the decision to pursue the Saturday edition isn't a tacit acknowledgement that their core franchise is challenged, that the base business is less attractive than it used to be," said Peter Appert, a media analyst at Goldman Sachs.
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