WSJ May Ad Linage Down

NEW YORK — Dow Jones & Co. said May advertising linage for The Wall Street Journal, the company’s flagship newspaper, fell 35.8% from a year earlier.

Dow Jones (DJ) said in April that it expected second quarter ad linage at The Journal to fall 30% to 35% because of continued advertising volatility in the technology and financial-services categories. The company said then that it still had to work through another two months of comparisons with strong year-earlier numbers.

Dow Jones said Friday that the Journal’s general advertising linage fell 39.7% last month, while financial advertising linage dropped 36.1%. Classified and other linage was down 11.9%.

At The Wall Street Journal Europe, advertising linage fell 33.7% in May from the year-earlier period and declined 30.5% on a per-issue basis. The Asian Wall Street Journal’s May advertising linage dropped 21%.

At Barron’s, the company’s financial magazine, advertising linage wasdown 44.2%, with a decline of 30.2% on a per-issue basis.

Total advertising linage at Ottaway Newspapers Inc. was down 0.6%. Daily newspapers advertising linage fell 2.1%, but nondaily newspapers advertising linage was up 9.2%. The Ottaway numbers exclude preprints.

In addition to The Wall Street Journal and its online and international editions, Dow Jones publishes Barron’s magazine and other periodicals, Dow Jones Newswires, Dow Jones Indexes and the Ottaway group of community newspapers. Dow Jones is co-owner with Hearst Corp. of SmartMoney magazine, with Reuters Group of Factiva, and with NBC of the CNBC television operations in Asia and Europe. Dow Jones also provides news content to CNBC and radio stations in the U.S.