In a bid to extend its reach and increase online visitors, The Wall Street Journal Online (DJ) is changing its StartupJournal.com section of the site to reach a broader slice of the small business marketplace. The name will also be changed to Entrepreneur.
StartupJournal has been around since 1999, but has primarily served the early phase of entrepreneurs when they enter the startup phase. Now they're going beyond that to cover all phases of the samll business process and operations.
Wall Street Journal Online Director of Public Relations Christine Mohan said: "It's going to have a wider appeal. It's following companies or would-be entrepreneurs throughout all the stages."
There will also be sub-sections on the revamped site dealing with branding, financing, franchising and technology.
The new "Entrepreneur" channel will continue to be sponsored by MasterCard (MA) over the next year, and Dell (DELL) has signed on as well.
One part of the new site that may interest small business owners is a new online community dubbed "Raise Capital," which will work together with Raise Capital.com, which has recently partnered with Wall Street Journal Online. It offers entrepreneurs the chance to pitch their business ideas and funding needs to prospective investors.
Much of this is in response to StartupJournal falling below the measurement cutoff of Nielsen/NetRatings, which doesn't measure those with under 345,000 unique monthly visitors. Yahoo Small Business leads the field with 1.6 million unique visitors in July.
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