Ad Revenues Plunge At 'Milwaukee Journal Sentinel,' Sister Papers

By: E&P Staff Advertising revenues for Journal Communications Inc. newspaper division fell 9.1% in April compared to the same period a year ago, the Milwaukee-based media company reported Monday.

Overall revenues for the publishing segment dropped 6.8% to $23.84 million, Journal Communications said. Circulation revenue increased 0.3% to $4.04.

At the flagship Milwaukee Journal Sentinel, total advertising revenue declined 6.1% to $12.54 million. Retail advertising was down 3.0%; classified advertising revenue was down 4.8%; national advertising revenue plunged 18.7% to $630,000.

Journal Sentinel classified help wanted revenues fell 7.1%, real estate fell 9.2%; and automotive was down 5.0%. Circulation revenue increased 3.2% to $3.92 million. "Other revenue" increased 18.6% to 790,000, mostly on revenue from its new printing contract for USA Today.

Journal Sentinel interactive advertising revenue at the daily newspaper, which is included in several revenue categories, increased 38.2% to $990,000 in April.

Journal Communications said its direct marketing revenue plummeted 46.4% to $250,000, mostly the result of a big department store's decision to consolidate al its mail programs.

At the company's community newspapers and shoppers operations, total advertising revenue fell 16.5% to $4.52 million. "This largely reflects a mid-week shared mail product previously reported by the community newspapers and shoppers division and now reported under the daily newspaper following a business combination of the two operations' shared mail product," Journal Communications said.

Total Journal Communications revenues, including its broadcast properties, fell 3.1% in April to $42.57 million.


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