Change for a Dollar? Just Make Sure You Get Your Money's Worth!

George Ball - April 10, 2002

Have you seen the Chevy Avalanche commercials where the guy pulls up to the curb and someone asks him, "Change for a dollar?" and then the driver says okay*, and converts the Avalanche from an SUV to a pickup truck?

That's classic change for change's sake. In truth, I hate change just as much as the next person. Even when you know it's coming, it is always disruptive, no matter how much you've prepared yourself for it. You have to adjust to something new and different, giving up--at least to some extent--the familiar and comfortable for something that, at least initially, you can only hope will be better for you in the long run.

On April 9, 2002, the Wall Street Journal, my favorite newspaper, underwent its first significant change in 60 years. Why? The three main reasons for the change that I've heard (from the paper and others) are: to make it easier to find new information you're looking for; to appeal more to the 24 to 40 age group; and to attract more advertising dollars.

Here's what the Journal itself has to say about the changes:

The changes start with page you are look. at now [the front page]. We loved our distinctive black-and-white front page as much as anyone--probably more. Which is why it retains its familiar hallmarks: the What's News columns; the two major news articles (we call them "leaders), full of in-depth reporting and great writing…

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Change for a Dollar? Just Make Sure You Get Your Money's Worth!

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