Dow Jones is planning an ad-supported mobile platform for the Wall Street Journal, along with other initiatives to create ad inventory.

Though the Journal offers a mobile subscription service, growing demand for ad inventory from marketers has resulted in several ad-supported initiatives, including a mobile service, writes MediaPost. "The ad demand is becoming more real," Brian Quinn, Dow Jones Online VP of sales and marketing, is quoted as saying. The plans call for expanding WSJ and Market Watch podcasts, in which advertisers are growing more interested, he says.

The Journal is also planning a customizable MyWSJ, which would allow users to "move content around, choose what's important to them and…see it how they want," Quinn says.

Dow Jones reported this week that its August online ad revenue was up 20 percent year over year, but print ads didn't perform as well.