The Wall Street Journal began in 1889 and is one of the largest circulation newspapers in America. In 1934, its slogan was: “The Newspaper for the Investor.”
 
A 1985 advertising campaign started a new slogan: “The Daily Diary of the American Dream.”
   
 
Wikipedia: Wall Street Journal
The Wall Street Journal (WSJ) is an English-language international daily newspaper published by Dow Jones & Company in New York City with Asian and European editions. As of 2007, It has a worldwide daily circulation of more than 2 million, with approximately 931,000 paying online subscribers. It was the largest-circulation newspaper in the United States until November 2003, when it was surpassed by USA Today. Its main rival is the London-based Financial Times, which also publishes several international editions.
 
The Journal newspaper primarily covers U.S. and international business and financial news and issues—the paper’s name comes from Wall Street, the street in New York City that is the heart of the financial district. It has been printed continuously since being founded July 8, 1889, by Charles Dow, Edward Jones, and Charles Bergstresser. The newspaper has won the Pulitzer Prize thirty-three times, including 2007 prizes for backdated stock options and for the adverse impact of China’s booming economy.
 
The future of the Journal has been widely speculated on since the acquisition of Dow Jones by Rupert Murdoch’s News Corporation. The announcement that managing editor Marcus Brauchli, a 20-year veteran of the newspaper and a former foreign correspondent, would step down reinvigorated speculation that Murdoch would make deeper changes in the newspaper. Although Brauchli elected to remain at News as a consultant, his departure from the top editorial job he held for barely a year (when he took over from the long-serving Paul Steiger) stoked rumors about Murdoch’s plans.
   
Dow Jones & Company
History of The Wall Street Journal
Dow Jones & Company was founded in 1882. At that time, the Company started producing daily hand-written news bulletins called “flimsies,” delivered by messenger to subscribers in the Wall Street area. The following year, it began publishing the “Customers’ Afternoon Letter.”
On July 8, 1889, the four-page “Customers’ Afternoon Letter” became The Wall Street Journal. First copies sold for 2 cents; advertising was 20 cents a line.
In 1898, a morning edition of the Journal was added. Subscribers could receive both the morning and evening editions of the Journal for $8 a year.
In 1934, The Wall Street Journal’s slogan was “The Newspaper for the Investor.”
   
Database of Slogans
Wall Street Journal
Slogan: The daily diary of the American dream
   
9 September 1985, Los Angeles (CA) Times, “Madison Ave. Pushing Patriotism; Even Beer and Ice Cream Ads Stress the American Dream” by Paul Richter, section 4, pg. 1:
They are used in a campaign proclaiming the Wall Street Journal “the daily diary of the American dream,” and again in First Jersey Securities’ television… 
   
18 May 1986, New York (NY) Times, ‘The Madison Ave. Sprawl” by Andrew Feinberg, pg. F13:
Fallon McElligott
(...)
Its national campaigns include current ads for the Continental Illinois bank (“We work hard. We have to.”) and The Wall Street Journal (“The Daily Diary of the American Dream”).
 
International Herald Tribune
Oh honey, not the squash court!
By Alex Beam
Published: October 9, 2008
There was a time when The Wall Street Journal billed itself as “The Daily Diary of the American Dream.” These days it reads more like The Daily Diary of the American Nightmare.
 
Because, of course, the ongoing economic crisis is causing real hardship in our country.
 
(Trademarks)
Word Mark THE DAILY DIARY OF THE AMERICAN DREAM
Goods and Services (CANCELLED) IC 016. US 038. G & S: FINANCIAL NEWSPAPERS. FIRST USE: 19851125. FIRST USE IN COMMERCE: 19851125
Mark Drawing Code (1) TYPED DRAWING
Serial Number 73728695
Filing Date May 16, 1988
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition October 18, 1988
Registration Number 1519800
Registration Date January 10, 1989
Owner (REGISTRANT) DOW JONES & COMPANY, INC. CORPORATION DELAWARE 200 LIBERTY STREET NEW YORK NEW YORK 10281
Attorney of Record LISA CRISTAL
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Cancellation Date July 17, 1995