The Wall Street Journal expanded in April 2010 to give local news coverage to New York City. The New York Times trademarked this slogan in April 2010: “Not Just Wall Street. Every Street.”
 
The Wall Street Journal used the same slogan in its ads and the New York Times threatened legal action in June 2010.
   
   
Reuters
NYT Poised to Unleash Lawyers on WSJ
Jun 3, 2010 18:33 EDT
The New York Times vs. The Wall Street Journal is the newspaper war that just keeps on giving. The latest salvo fired, for those keeping track of such matters, comes from the New York Times and it involves a cease and desist order.
 
The people behind the Grey Lady are none too pleased that the Journal has been using in its advertising the phrase “Not just Wall Street. Every Street.”  (Known from here on out as ”The Slogan.”)  Apparently The Slogan is trademarked by the New York Times.  Who knew?
 
The New York Times is giving the Journal three days to pull The Slogan before it goes full-on legal.  The Journal declined to comment.
     
Reuters
WSJ to NYT: We meant to rip you off!
Jun 4, 2010 17:42 EDT
Season four of Mad Men can’t start soon enough. Till July 25, all we have is the ad-related brawl raging between The New York Times and The Wall Street Journal.
 
Yesterday, the Times accused the Journal of ripping off one of their ad slogans: “Not just Wall Street. Every Street.”
 
Indeed, the Journal meant to do exactly that, according to the following letter from Dow Jones Senior Vice President of Marketing Jennifer Jehn to Richard Samson of the New York Times legal department.
 
A Times spokeswoman said they don’t think “theft of intellectual property is a joke.”
   
Editors Weblog
NYT miffed over WSJ slogan similaries
Posted by Colin Heilbut on June 4, 2010 at 5:16 PM
The latest battle, in possibly “the last great newspaper war”, stems from the Wall Street Journal’s usage of what appears to be a trademarked New York Times advertising slogan: “Not Just Wall Street. Every Street.”  In a cease-and-desist letter,  an attorney for The NYT sets a deadline of 72 hours for the WSJ to vow never to use the slogan again or”... [The NYT] will have no choice but to pursue all available legal remedies.’
 
The brouhaha is a product of the antagonism that started when The WSJ launched their ‘Greater New York’ section in April.  According to Komonews, The WSJ’s new owner, Rupert Murdoch, also dramatically lowered advertising rates in New York to undercut the NYT.  In a less-than-subtle jab at The NYT (which has won many-times more Pulitzer prizes than any other paper), Murdoch stated in April: “We believe that in its pursuit of journalism prizes and a national reputation, a certain other New York daily has essentially stopped covering the city the way it once did.”
 
(Trademark)
Word Mark NOT JUST WALL STREET. EVERY STREET.
Goods and Services IC 016. US 002 005 022 023 029 037 038 050. G & S: Daily newspaper; Newspapers; Newspapers for general circulation. FIRST USE: 20100419. FIRST USE IN COMMERCE: 20100419
IC 041. US 100 101 107. G & S: Providing on-line non-downloadable newspapers. FIRST USE: 20100419. FIRST USE IN COMMERCE: 20100419
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 85053547
Filing Date June 3, 2010
Current Filing Basis 1A
Original Filing Basis 1A
Owner (APPLICANT) The New York Times Company CORPORATION NEW YORK 620 Eighth Avenue New York NEW YORK 10018
Attorney of Record Jordan A LaVine
Type of Mark TRADEMARK. SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator LIVE