Does Rupert Know? 'WSJ' Ad Volume Off Nearly 21% in July

By: Financial news publisher Dow Jones & Co. said Monday that advertising volume at its flagship Wall Street Journal dropped by 20.9 percent in July, hurt by steep declines in technology advertising.

The company, which recently agreed to be acquired by Rupert Murdoch's News Corp., said sharp declines in technology ad volume and more modest slips in the classified and general advertising categories failed to offset a 21 percent increase in financial advertising volume. Technology ad volume fell by three-quarters from the year-ago period.

However, online advertising revenue from,, and other sites grew by 24 percent.

Print advertising revenue at Barron's magazine fell 9.5 percent as financial ad volume declined.

Ad revenue at the company's Local Media Group, a chain of community newspapers, slipped 9.3 percent as volume fell 16.5 percent.

Shares of Dow Jones rose 8 cents to close at $58.60.


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