Journal Communications Feb. Revenue Down On 21% Classified Plunge At ‘Journal Sentinel’

By: E&P Staff

Journal Communications Inc. reported its total February revenue fell 7.5% to $33.61 million on weak ad revenue at its flagship Milwaukee Journal Sentinel — including a 21.2% slide in classified advertising.

For the second period ended Feb. 24, overall ad revenue for the newspaper and broadcasting company was down 8.7% compared to the same 28-day period in 2007.

Total revenue for Journal Communications publishing segment fell 9.2% to $20.02 million. Advertising revenue was down 12.3% to $13.08 million, and circulation revenue dipped 1% to $3.91 million.

At the Journal Sentinel, total ad revenue fell 12.6% to $10.66 million.

The daily paper was hit by double-digit dips in nearly all its ad categories. National advertising, which was just $510,0000, plunged down 31.2%. Direct marketing revenue was down 54.5%. Retail advertising fell 1.5%.

Classified was dragged down by help-wanted, which fell 31.3%; real estate, which plunged 26.6%; and automotive, which was down 13.3%.

Journal Sentinel total interactive advertising revenue, which is combined with the print totals, was up 16.2% to $1.11 million.

At Journal Communications community newspapers and shoppers, total advertising revenue fell 10.8% to $2.41 million, mostly on big declines in retail, which was down 10.3%, and classified, which was off 12.8%. Much of the loss was focused on publications in Florida, Journal Communications said.

At its broadcasting segment, total revenue for the radio group was down 11.5%, while its television group dipped 2.0%.

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