‘Milwaukee Journal Sentinel’ Ad Revenue Falls in Feb.

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By: E&P Staff

Journal Communications reported that total revenue in February dropped 3.5% to $39.3 million. Advertising revenue fell 4.6% to $32.6 million.

At its publishing segment, revenue declined 4.4% to $22.9 million. Ad revenue plunged 7% to $16.3 million. Circulation revenue slipped 6% to $4.3 million.

At its flagship newspaper, the Milwaukee Journal Sentinel, ad revenue decreased 5% to $12.8 million. Retail was down 3.7%. National advertising grew 9.2% to $750,000. Classified advertising fell 8.9%. Within the classified category, real estate fell 18.4%, help wanted dropped 4.7%, and auto declined 9.7%.

Circulation revenue at the paper decreased 3.6%. Other revenue grew 47.5% to $580,000 on its new commercial printing contract with USA Today. Interactive revenue was up 46.2% to $960,000.

At the company?s community newspapers and shoppers, advertising revenue declined 12.7% to $4.1 million reflecting the discontinuation of community shoppers in the Milwaukee area, which were replaced with a shared mail product at the daily paper. Retail advertising was down 10.6% and classified advertising was down 21.8%. Circulation revenue plummeted 47.5% largely due to the change in distribution from paid to free delivery within the Journal Sentinel.

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