By: E&P Staff January advertising linage at the Wall Street Journal increased 8% from January 2004, Dow Jones & Co. reported Friday. The company credited increases in classified, technology, and general advertising for the boost, but the linage numbers also included four extra issues in January 2005 because of the Weekend Edition introduced last September.
Classified linage at the Journal was up 26% on an increase in real estate and "other" classified advertising, Dow Jones said. The technology category increased 11.1% due to strength in communications advertising, partially offset by declines in software, hardware, consumer electronics, and other technology advertising.
General category linage increased 6%, mostly because of gains in industrial equipment, public utilities, luxury goods, insurance, and other consumer advertising, partially offset by declines in auto and travel advertising, Dow Jones said.
In a familiar pattern, the Journal's financial advertising declined 14.6%, which Dow Jones attributed to weak wholesale and retail advertising, partially offset by a gain in tombstone advertising.
At Dow Jones weekly financial paper Barron's, total national advertising pages were up slightly in January with gains in technology and financial advertising offset by a decline in general advertising.
At Ottaway Newspapers, the company's community chain, linage decreased 7.2% in January, which Dow Jones said was due to declines in auto and help wanted classified advertising, and non-daily advertising, partially offset by a gain in real estate classified advertising.
Internationally, The Wall Street Journal Europe's linage increased 23.9% and The Wall Street Journal Asia's linage increased 15.6% in January. At both papers, increases in technology and general advertising were partially offset by a decline in financial advertising, Dow Jones said.
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