'WSJ.' Returns, a Bit Lighter; Redefines 'Private'

The second issue of The Wall Street Journal's new luxury-lifestyle magazine, WSJ*, is out tomorrow. As you might expect, given the state of the ad economy, it's a bit lighter on advertising than the launch issue was, although perhaps not quite as much lighter as you might expect given the state of the ad economy. In the U.S. edition, the winter issue carries 45 ad pages, versus 51 for the debut.

The last issue, you'll recall, contained an unexpectedly timely story on the fitness habits of a certain Alaska governor (who, appropriately enough, turned out to be quite the connoisseur of luxury goods).

The new one doesn't have anything quite so serendipitous, but the cover story, on "The Fine Art of Giving," does contain a thumbnail sketch of Mike Bloomberg's daughter, the "intensely private" Georgina. I wonder, would that be the same "intensely private" Georgina Bloomberg who recently participated in a Page Six Magazine cover story about her? And who, last year, was featured in The New York Times's "Public Lives" column, in an article about "Her Own Turn in the Spotlight"? And who most of us probably encountered for the first time when she appeared on camera complaining about her patrimony in the documentary Born Rich?

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*As noted previously, the magazine's actual name is the typographically irritating WSJ., the period being included.