Dow Jones Reports Ad Slide at ‘WSJ’ and Other Papers

By: E&P Staff

Dow Jones & Company today reported September advertising revenue and volume for its print publications, and it wasn’t pretty.

Advertising revenue at The Wall Street Journal decreased 5.9% in
September on an 8.2% decrease in advertising volume, “due to declines in the technology, classified, general and financial categories,” the company revealed.

Details from its statement: “In the technology advertising category at the Journal, September linage decreased 14.2% due to decreases in technology professional services, personal computers and hardware advertising, partially offset by an increase in office products advertising. The Journal’s classified advertising category linage decreased 13.1% due to a decline in real estate advertising. This represents the first decline in classified advertising volume since January 2005. Linage in the Journal’s general advertising category decreased 5.0% as decreases in professional
services, auto and other general business advertising, were partially
offset by increases in beverages and consumer electronics advertising.”

At Ottaway Newspapers, advertising revenue in September, excluding
discontinued operations, decreased 1.9% (down 1.3% including discontinued operations) due to decreases in classified & other (down 5.2%), display (down 3.3%), non-daily (down 9.6%) and preprint (up slightly) advertising revenue — partially offset by a 63.7% increase in online advertising revenue. “Total print advertising volume declined 9.2% (down 7.1% including discontinued operations) due to declines in display, help wanted, auto and other classified advertising and non-daily
advertising,” the company stated.

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