Ad Revenue Slides 10% at ‘WSJ’

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By: E&P Staff

Advertising revenue at The Wall Street Journal decreased 10% in
February on a 6.6% decrease in advertising volume, due to declines in
the technology, financial, general and classified advertising
categories. Dow Jones & Company today reported February advertising revenue and volume for its leading print publications.

The rest of its report follows.

Technology advertising volume decreased 12.2% as decreases
in communications and personal computers advertising were partially
offset by increases in software and office products advertising.

Financial advertising volume decreased 9.8% primarily due to a decrease
in retail advertising partially offset by an increase in wholesale
advertising. General advertising volume decreased 5.4% as decreases in
auto, pharmaceutical, corporate, aviation and other general business
advertising were partially offset by increases in travel, luxury goods
and other consumer advertising. Classified advertising volume decreased
3.8% due to a decrease in real estate advertising partially offset by
an increase in other classified advertising.

At Barron’s, total advertising revenue increased 0.5% in February on a
0.6% decrease in advertising pages due to an increase in financial
advertising partially offset by decreases in general and technology

International advertising revenue increased 16.6% in February due to
increases in general, financial and classified advertising partially
offset by a decrease in technology advertising at The Wall Street
Journal Asia and The Wall Street Journal Europe.

Local Media Group advertising revenue, on a same property basis,
decreased 2.4% in February on an 8.4% decline in volume. Decreases in
non-daily (down 16.8%), classified (down 4.5%) and display (down 0.9%)
advertising revenue were partially offset by increases in pure* online
(up 49.7%) and preprint (up 1.6%) advertising revenue.

* Pure online advertising revenue represents advertising that is not
part of a print and online bundled offer. In January 2007, pure online
advertising revenue was up 90.0%.

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