NY Times Co. Ad Revenues Up Big in October

By: E&P Staff Led by The New York Times' best advertising performance in five years, New York Times Co. flagship newspaper advertising revenues increased 9.4% in October compared to the same period last year, the company reported Wednesday.

The Times Co. said October 2005 advertising revenues for all its business units increased 4.8%, with total revenue up 2.5% over last year. Excluding About.com, which was acquired last March, overall advertising revenue was up 2.3%, and revenues 0.7% for the month, the company said.

At the flagship Times newspaper, national advertising revenue increased on greater spending by movie studios, financial services, and travel companies offset weakness in the pharmaceutical, technology, telecommunications, and packaged goods categories. Retail advertising revenues increased on strengthened fine arts advertising, the company said. Classified revenues rose as gains in real estate and help-wanted advertising offset softness in automotive, the company said.

In the New England Media Group, which includes the Boston Globe, advertising revenues decreased 6.5%, chiefly on a hard comparable with last October when the Boston Red Sox were on their way to winning the World Series. The Times Co. said national advertising was down on weak automotive, financial services, and telecommunications advertising, which more than offset an increase in entertainment ads. Retail ad revenues decreased on department and discount store advertisings. Classified advertising revenues were lower as weakness in automotive and help-wanted advertising offset growth in real estate advertising, the company said.

Advertising revenues for the Regional Media Group rose 3.4%. Excluding the North Bay Business Journal, which was acquired in February 2005, advertising revenues grew 3.0%. Retail advertising revenues were up slightly as growth in banking/financial, home furnishing, medical/dental, and insurance advertising offset softness in the department store, telecommunications, grocery store, and political ad categories. Classified advertising revenues increased as gains in real estate and help-wanted advertising offset weakness in automotive advertising, the Times Co. said.

Internet ad revenues, which are included in the three media groups, was up 30.1% on strong display and classified advertising. About.com increased approximately 92% in October and 46% year to date, the company said.