‘WSJ’ Ad Linage Down 4.6% in April

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By: E&P Staff

Advertising linage at The Wall Street Journal declined 4.6% in April and is down year-to-date 7.1% compared to the same periods in 2004, Dow Jones & Company reported Wednesday.

The Journal took its biggest hit on financial advertising, which was down 27%, principally because of declines in wholesale, retail, and tombstone advertising. Technology ad linage was also down, decreasing 7.4% because of softness in hardware, consumer electronics, and communications advertising that was partly offset by strengthening personal computer and office product ads, Dow Jones said.

In the general advertising category, April linage was flat, Dow Jones said, with increases in professional services, industrial equipment, media, and luxury goods advertising offset by declines in travel, public utilities, healthcare, aviation, insurance, and auto advertising.

Classified and “other” advertising linage increased 8.4% due to gains in real estate advertising, the company said.

At the weekly newspaper Barron’s, total national advertising pages decreased 14.4% in April due to declines in technology and general advertising.

The Wall Street Journal Europe’s linage decreased 8.8% in April, Dow Jones said, principally because of declines in financial and technology advertising that were partially offset by a gain in general advertising. The Asian Wall Street Journal’s linage increased 5.2% due to increases in general advertising partially offset by a decline in financial advertising.

At Ottaway Newspapers, advertising linage increase 0.9% in April due to increases in classified real estate, help wanted and national display advertising, partially offset by declines in non-daily and classified auto advertising.

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