‘Journal Sentinel’ Publisher’s August Revenues Down 3.2%

By: E&P Staff

Journal Communications Inc., publisher of the Milwaukee Journal Sentinel, said Thursday that total revenues in its August period dropped 3.2% compared to the same period in 2004, principally because of declines in its broadcasting unit while its newspaper revenues remained essentially flat.

Total revenues were $38.18 million, Journal Communications said.

In its publishing segment, revenues at the Journal Sentinel plus its community papers and shoppers totaled $25.90 million, down slightly from $25.92 million in 2004. Total advertising revenue was $19.84 million, up 1.1% from last year. Circulation revenue decreased 6.3% to $3.45 million.

At the Journal Sentinel, total advertising revenue was $14.51 million, essentially flat compared to $14.55 million last year.

Journal Sentinel retail advertising revenue decreased 6.8%, which the company said was due in part to tough comparisons to last year’s eighth period, when the PGA Championship was held in nearby Kohler, Wisconsin. Classified advertising revenue increased 2.6%, pushed by a 26.9% increase in real estate advertising. General advertising revenue decreased 4.7%. In the other advertising category, which includes Journal Interactive and direct mail, ad revenue increased 18.7% to $1.97 million.

Circulation revenue at the daily newspaper was $3.22 million, down 7.0% compared to $3.47 million in August 2004.

At the community newspapers and shoppers, total advertising revenue was up 5.1% to $5.33 million. Classified ad revenue increased 23.5% and retail was up 2.5%

In its broadcasting segment, total revenue decreased 9.1%, and 13.6% on a same-property basis. Revenues from television stations was down 19.2%, principally due to a tough comparison to last year’s eighth period, which included the first ten days of the 2004 Summer Olympics, which was carried by two of its NBC-affiliated stations.

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