By: E&P Staff The Wall Street Journal's ad linage, helped by the introduction this fall of its Saturday edition, was up 8.7% in November over last year -- but financial advertising continued very soft at the nation's biggest business daily, Dow Jones & Co. reported Wednesday.
Journal ad linage for the year through November is trailing 2004 by 2.1% even including the Weekend Edition -- and financial advertising in November was down 17.0% on weak wholesale and retail advertising that was partially offset by a gain in tombstone ads.
Classified advertising rebounded strongly in November, increasing 34.3% on the strength of real estate and "other" classified. General advertising was up 15.2% in November, primarily because of gains in insurance, industrial equipment, industrial development, and travel and professional services advertising that were partially offset by declines in pharmaceutical and auto advertising, Dow Jones said.
Technology advertising was down 8.2% due to decreases in hardware, communications, and software advertising, partially offset by increases in office products, consumer electronics, and other technology advertising.
At its Ottaway Newspapers chain, advertising linage decreased 3.0% in November, with declines in auto classified and non-daily advertising partially offset by a gain in real estate classified and retail advertising.
At Barron's, total national advertising pages decreased 29.8% in November, which Dow Jones said was due to a decrease in general and financial advertising that was partially offset by an increase in technology advertising.
Internationally, The Wall Street Journal Europe's linage increased 41.0%, and The Wall Street Journal Asia's linage increased 16.6% in November. Increases in general, technology, and classified advertising drove November's increase in advertising for both Europe and Asia, Dow Jones said.
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