The Wall Street Journal's online edition on Monday began to allow free access to visitors - for the third time in its 10-year history - and will keep it that way for 10 days, until May 10, reports MediaPost. The "open house" allows visitors in without payment or registration, in order to attract potential new subscribers; the previous open houses yielded more than 10,000 paid subscribers, according to Dow Jones consumer media group president L. Gordon Crovitz.

Dow Jones executives on Monday outlined plans for "Journal 3.0," the next version of the online offering, including MyWSJ.com, which later this year will offer more personalization and news aggregation features. The online version will also focus on breaking news, whereas the print version will delve into more analysis of the previous day's goings on.

WSJ.com has 761,000 paid subscribers, more than half of whom also subscribe to the print version; 60,000 others pay for Barron's Online.