As U.S. newspapers are deal with losses in advertising and circulation, while despite readership gains online, Web advertising isn't enough to make up for print losses, magazines that attract high end advertisers could be just what newspapers need to stay afloat, Wired reported Friday.

The Wall Street Journal's WSJ, shipped to most subscribers Saturday, is the latest newspaper-launched glossy magazine on the market.

“The magazine is neither new nor particularly different from other newspaper magazines, but it trades on the reputation of The Wall Street Journal and is getting investment from aspirational brands that the newspaper has yet to tap,” the Wired report stated.

U.S. newspaper advertising dropped 16.1 percent in the second quarter, to US$8.83 billion, while online fell 2.4 percent to $777 million.

WSJ has about 100 pages and 51 advertisers, including high-end names like Versace and Hermès. Nineteen of the advertisers in the magazine are new to the Wall Street Journal, according to Wired.

In 2004, The Financial Times launched glossy publication How To Spend It, The New York Times launched its magazine, T, and The New York Post launched Page Six. And although overall magazine advertising is also faltering, newspaper magazines have the edge being delivered with the existing newspaper, and reaching an audience that is already established, Wired reported.