The Wall Street Journal says its new San Francisco Bay Area edition will launch Thursday, with a weekly section devoted to local news.

It joins The New York Times in moving into big media markets that have seen local newspapers struggle amid an advertising and economic slump.

The foray is designed to lure local advertisers and boost circulation. They see San Francisco as a good place to start because it has a high number of educated, affluent people _ the kind advertisers want to reach.

Both newspapers have a base of readers in the area. The Times, which launched editions in Chicago and the Bay Area earlier this month, has about 40,000 weekday subscribers in San Francisco. The Journal, owned by News Corp.'s Dow Jones & Co., has about 92,000.

The Journal's front section will carry local business, political and sports news every Thursday. Its Web site will also have a new page devoted to local news.