WSJ Online Introduces ‘Entrepreneur’ Small Business Channel

The Wall Street Journal Online Introduces ‘Entrepreneur’ Small Business Channel With MasterCard as Launch Advertiser

Prime Newswire

New Channel Integrates and Expands StartupJournal.com With Journal Coverage


NEW YORK, Sept. 4, 2007 (PRIME NEWSWIRE) — In an expansion of The
Wall Street Journal Online’s small business content, StartupJournal.com
has been incorporated into a new, free small business channel on
WSJ.com called Entrepreneur (www.wsj.com/entrepreneur).
StartupJournal.com, launched in 1999, offered small-business owners and
entrepreneurs expert guidance to help them survive and grow in a
competitive business environment.

"Entrepreneur reflects the depth and extent of The Wall Street
Journal Online’s small business coverage, which goes beyond the
start-up stage," said David Patton, Assistant Managing Editor, WSJ.com,
who oversaw the relaunch efforts. "We’re excited to offer a free
channel featuring The Wall Street Journal’s complete coverage of small
business issues, from the earliest planning stages to financing growth
and expansion — everything a small business owner or entrepreneur
needs to know to succeed."

For the past four years, MasterCard has advertised with
StartupJournal.com and it will serve as the launch advertiser for the
new Entrepreneur channel as well. Each page of the channel has an
integrated "MasterCard Business Center" tab that clicks through to a
cobranded MasterCard Web site, which can also be accessed at
www.mastercardbusiness.com. For the first two weeks, an expandable
rollup advertising unit from MasterCard will run on the channel’s
homepage. Launch advertising that features MasterCard will also run in
the print Journal and across The Wall Street Journal Digital Network,
which includes WSJ.com, MarketWatch.com, Barron’s Online and
AllThingsD.com.

"We are pleased to support the launch of Entrepreneur as an
extension of our ongoing commitment to provide small businesses with
access to payment and financial products, relevant tools and resources
to help them successfully manage and grow their business," said Bruno
Perreault, Group Head, Small and Mid-Sized Enterprises, MasterCard
Worldwide. "Our long-standing partnership with The Wall Street
Journal’s small business channels is a highly effective communications
platform for reaching small businesses and closely aligns our brand
with one of the most respected names in small business content."

The new Entrepreneur channel at www.wsj.com/entrepreneur is
organized into tabs or sections including Financing, Running a
Business, On Technology, Building Awareness, Franchising, and Small
Business Link. Within these sections, the Entrepreneur channel offers:

      * Ideas for starting or buying a business, including many of
the nation's hottest franchise and business opportunities,
and the Internet's largest database of businesses for sale.
* Informative small business reports and columns including the
"Small Talk" question-and-answer column by Kelly Spors and
"Enterprise" by Wendy Bounds.
* Extensive resources to help entrepreneurs research the
market, secure financing, hire employees and run an
enterprise.
* Videos and podcasts featuring interviews and advice from
small business owners.
* Small business tools -- create a business plan online, find
free local business assistance, identify investment
opportunities and research trade shows and events related
to your business.

Editorial highlights of www.wsj.com/entrepreneur are the
"Small Talk" column, where Kelly Spors answers reader questions about
the ins and outs of starting and managing a business, and Wendy Bounds’
"Enterprise" column about the challenges of entrepreneurship. Ms. Spors
is a small business reporter for The Wall Street Journal; previously
she covered personal finance for The Wall Street Journal Sunday and
worked in the Journal’s Washington, D.C. bureau. As WSJ’s small
business editor, Ms. Bounds has chronicled the rise and fall of
companies in many industries including fashion, travel, retail,
marketing and media during the past decade. Ms. Bounds appears weekly
on CNBC’s "Morning Call" and she is a regular contributor to ABC’s
"Good Morning America."

WSJ.com’s Entrepreneur represents the latest step in
integrating and leveraging the Journal’s multimedia assets to provide
comprehensive business solutions. Small Business Link, a monthly print
and online report focusing on one core issue facing small businesses,
launched in May and will be included as a section of the new
Entrepreneur channel. Past issues of Small Business Link have focused
on building a brand, recruiting, technology outsourcing and employee
benefits.

About The Wall Street Journal Online

The Wall Street Journal Online at WSJ.com, published by Dow
Jones & Company (NYSE:DJ) (www.dowjones.com), is the largest paid
subscription news site on the Web. Launched in 1996, the Online Journal
continues to attract quality subscribers who are at the top of their
industries, with 983,000 subscribers world-wide as of Q2, 2007. The
Wall Street Journal Online network includes CareerJournal.com,
OpinionJournal.com, RealEstateJournal.com, CollegeJournal.com and
Entrepreneur.

The Online Journal provides in-depth business news and
financial information 24 hours a day, seven days a week, with insight
and analysis, including breaking business and technology news and
analysis from around the world. It draws on the Dow Jones network of
nearly 1,900 business and financial news staff — the largest network
of business and financial journalists in the world.

In 2007, the Online Journal received the Webby Award for Best
Website in the Financial Services category. In 2005, the Online Journal
was awarded a Codie Award for Best Online News Service for the second
consecutive year, and its Health Industry Edition was awarded Best
Online Science or Technology Service for the third consecutive year.

The Wall Street Journal "Online" logo is available at http://www.primezone.com/newsroom/prs/?pkgid=2637

CONTACT:  MasterCard
Media Contact:
Jon Schwartz
914-249-6806
jon_schwartz@mastercard.com
The Wall Street Journal Online
Media Contact:
Christine Mohan
212-416-2114
christine.mohan@dowjones.com

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