Justin Timberlake and Peyton Manning helped Sony announce a new deal with The Wall Street Journal today.

The entertainer and the quarterback appeared together in a full-page color ad in today’s WSJ announcing that the newspaper would now be available on Sony’s Reader Daily Edition.

The WSJ also ran a news article today announcing the details of the partnership with Sony, which will also now offer electronic versions of the New York Post on its e-reader.

The announcement is an example of News Corp.’s efforts to break the hold that Amazon.com’s Kindle has on the e-reader market. News Corp. owns the WSJ.

Many publishers — of both newspapers and books — think the rates that Amazon charges for their content on the Kindle is too low, so they’re looking for alternatives.

Sony also argues that its Reader Daily Edition will be closer to reading an actual printed newspaper

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