By: Jennifer Saba Banc of America Securities expects more weak circulation results when the Audit Bureau of Circulations releases figures next Monday. However, the research firm doesn't think the report will be as bad as the March period.
Advertising results, however, are another matter. Though it's still too early to tell, anecdotally, analysts think October is worse than September. The consumer-related categories are weakest, though movie advertising is picking up.
At The Wall Street Journal, Banc of America's own page counts indicate that lineage is flat -- assuming half the pages of the Saturday Journal shifted from the weekday paper. Including Saturday, pages are up about 4%.
The New York Times' October page counts show that help wanted and real estate listings are down in the mid-teens and mid-single digits respectively. Telecommunications is down in the teens but the movie category is up 10%. Department stores are down around 3% (Macy's is up 16% with Lord & Taylor down 23%).
Online job postings for October newspaper Web sites: New York Times is up 55%; The Boston Globe is up 14%; The San Diego Union-Tribune is down 11%; the St. Louis Post-Dispatch is down 9%; and the New Haven (Conn.) Register is up 16%.
Online real estate postings for October newspaper Web sites: New York Times is up 4%; the Boston Globe is up 87%; the San Diego Union-Tribune is up 28%; and the New Haven Register is down 28%.
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