Who started it?
Page Three girl
A Page Three girl is a woman who models for topless photographs published on the third page of the UK tabloid newspaper The Sun. Although the women are sometimes nude, full frontal nudity is never featured.
The Page Three girl was introduced in 1969 when Rupert Murdoch relaunched The Sun.
What will a relaunch of the Wall Street Journal have?
It's not called a page-3-girl in Germany but things like that are quite common over here too (most papers with that feature have her on the last page) and it is not new either (too young to know when it actually started ).
The answer is: propoganda.
For those into Murdoch's ideology, it'll stimulate the same response.