Wall Street Journal Is Set to Loosen Its Collar
Wall Street Journal plans first page redesign that includes use of pastel colors, fancy boxes and main headlines occasionally spanning two or three columns; seeks to reposition its journalism and business with changes and introduction of fourth daily inside section, Personal Journal; move comes at time of falling advertising revenues; Journal seeks to entice new readers, particularly women, and expand beyond aging core of existing subscribers; is committing more resources to consumer-oriented reporting believed to be magnet for advertising; front-page changes will make room for fast-breaking exclusives; photos (M)