Despite not actually enjoying reading New York's two lowbrow papers, we do enjoy watching their rivalry. But that's not enough for Rupert Murdoch. Now he's set to pit the business papers we don't read against each other.

Last week, The Wall Street Journal announced the launch of Pursuits, of a new glossy supplement which will cover the adventures of the uberrich. We're eagerly anticipating the 1,500 word piece about how it really is hard to find good help these days.

Pursuits will compete with the Financial Times’s magazine, How To Spend It. The magazine fits into News Corp.’s plan to “crush” the Financial Times.

Sadly, this new competition should be less dirty (or at least more subtle) than the one between the Post and the Daily News. Murdoch, at least entertain us with your petty rivalries.