A MORE FREQUENT WSJ.: So much for that speculation that Rupert Murdoch wasn’t a fan of The Wall Street Journal’s glossy magazine WSJ. The supplement will increase its frequency to nine issues next year and 10 issues in 2012. The title launched as a quarterly in September 2008 and transitioned to six issues a year in March. New editor in chief Deborah Needleman’s first issue of WSJ. will make its debut Dec. 4 (coincidentally, Sally Singer’s first issue of T: The New York Times Style Magazine comes out the next day), while Tina Gaudoin’s last issue of WSJ. will be published this weekend, with model Arlenis Sosa on the cover. The title is distributed with the Journal, which has a circulation of more than 1.6 million, and a spokeswoman for WSJ. said 88 new advertisers have joined since the launch, with 48 of those increasing their exposure to other Journal properties. — Amy Wicks

This story first appeared in the October 20, 2010 issue of WWD. Subscribe Today.

WHY HE WAS THERE: In September, Patrick Demarchelier was spotted in the lobby of W magazine’s then-offices at 750 Third Avenue, but his presence was dismissed by a Condé Nast spokeswoman, who said he was there visiting Vogue’s international editions. Maybe — but he was stopping by W, too, as evidenced by his cover of the magazine’s December issue of Katherine Heigl and her daughter, Naleigh. It’s believed to be the first time Demarchelier has shot for W.

Editor in chief Stefano Tonchi said he doesn’t care whether his cover subjects are in other magazines, which is a good thing, since the actress is on the October cover of InStyle and the November cover of Redbook. The W issue will be all about family, with photographs of well-known families that include the Fendis and Koonses. “With the Internet, you’ll always be scooped so for us, we say, ‘Let’s go for quality,’” said Tonchi. And how does that explain “Life As We Know It”? — A.W.

ALL ABOUT DIGITAL: With digital advertising on the up and a pay wall on the horizon, the future can’t come soon enough for The New York Times Co., which posted a third-quarter loss Tuesday on such old-world concerns as declines in circulation and print ad revenues. For the three months, the company saw its loss shrink to $4.3 million, or 3 cents a share, from $35.6 million, or 24 cents a share, a year ago. Revenues fell 2.7 percent to $554.3 million from $569.5 million. Overall ad revenues fell 1 percent to $287 million, while circulation revenues fell 4.8 percent to $229.1 million. Online advertising continued its part as a bright spot, showing 15 percent growth and helping to offset a 6 percent slide in print ad revenues.

President and chief executive officer Janet Robinson made sure to highlight all things digital on her conference call with analysts. She touted the company’s soon-to-launch app consultancy, Press Engine, alongside online content portals such as the Times’ Deal Book and 538 blogs. Robinson said the pay model at nytimes.com is on track for its 2011 implementation, but still didn’t provide any specifics on pricing for the plan. In the meantime, the company is looking to make the most of a tried and true revenue stream.

“We also have several T magazines in the fall,” Robinson said. “We have a brand new editor in Sally Singer, who has been a favorite of many advertisers, and we feel as though [her appointment at] T will be a very important move for us. That will, I think, be something to watch going forward.” — Matthew Lynch

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