WSJ. -- Wins out over Pursuits

Women's Wear Daily reports that The Wall Street Journal's new glossy magazine has ditched the name Pursuits and instead will call the publication WSJ.
The reports points out that the new name is W, S, J and then a period.
A spokesman for the magazine told Women's Wear Daily that the names "understatedness suits the personality of the Journal and avoids the pretense and artifice of many bad magazine names. The three letters happen to be typographically quite pleasing. And its simplicity gives us enormous flexibility visually and semantically."
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