We wondered back in July how it would look once the Wall Street Journal started printing ads on the first page, a decision announced at the same time as parent Dow Jones & Company, Inc. (NYSE:DJ) released second quarter earnings. The front page of today's Wall Street Journal seems to have been designed by a master of satire, not one of those "elegant" copy editors for which the paper is known.

But, wouldn't you know it, starting off on a new venture ends up being an embarrasment. Below the fold on the right is an article on General Motors Corporation (NYSE:GM) entitled "Kerkorian Aims to Boost GM Stake In Bid to Add Pressure on Wagoner." Right below it, an ad for GM's new 100,000 mile warranty. The headline of the ad: "A New Level Of Confidence." Maybe they should send it to Kerkorian and tell him to keep his money.

As it happens, Toyota has also been a major early buyer of the front page space that runs on the WSJ front page. Maybe they can buy GM.

Douglas McIntyre is a partner at 24/7 Wall St.

WSJ discovers pitfalls of front-page ads. Confident now? originally appeared on BloggingStocks on Fri, 29 Sep 2006 14:05:00 EST. Please see our terms for use of feeds.