'NY Times' Reports 30% Increase in October Online Ad Revenue

Posted Thursday, November 10, 2005 12:00 am

By: Jay DeFoore Internet ad revenues for The New York Times Co. increased 30.1% for the month of October on strong display and classified advertising, the company announced Wednesday. About.com increased approximately 92% in October and 46% year to date, the company said.

According to internal data in September, NYTimes.com achieved record traffic of 21.3 million unique visitors worldwide, a 49% increase from September 2004, principally as a result of hurricane coverage as well as site improvements. NYTimes.com generated 561 million page views, up 17% year over year.

As E&P reported Thursday, the Times also said its online premium service, TimesSelect has so far attracted a total of 270,000 registered users, about 135,000 of which are paying for the online-only version of the product. (The rest signed up for TimesSelect as a free benefit to their subscription to the print paper.) Although TimesSelect is still in its infancy, it will be interesting to see if it can ever get anywhere near The Wall Street Journal's online subscriber base, which is now at 764,000.

In other Times news, Mark Glaser writes about the company's attempt to integrate its online and print operations in the latest issue of MediaPost. Glaser pays particular attention to the prospects of an integrated advertising sales approach, and compares the Times' experience to similar online/print convergence transitions already well underway at the Washington Post, Dow Jones and Tampa Tribune.

The article also contains some fairly explosive quotes from an anonymous source "close to the Times Co." who says the print side of the paper is pushing the integration in a "hostile takeover" driven by a concerns that online was cannibalizing print circulation.

One last bit of news from the Glaser piece: Denise Warren has been appointed chief advertising officer, overseeing ad sales for both the newspaper and nytimes.com, as well as for the International Herald Tribune and WQXR classical radio station.

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'NY Times' Reports 30% Increase in October Online Ad Revenue

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