WSJ defies newspaper ad trends

September 29, 2010

DOWJONES-NEWSCORP/Newspaper publishers are still laboring to reverse a massive decline in advertising revenue — the Newspaper Association of America reported that total industry ad revenue fell 6% in Q2 — but you sure wouldn’t know it over at The Wall Street Journal.

Wall Street Journal Publisher Les Hinton sent around an email (posted on Romenesko) touting the paper’s eye-popping 17% increase in print and online ad revenue in the quarter ending September versus the same period a year ago.  Print advertising jumped 21% while online ad revenue advanced 29%.

Hinton notes that this is the Journal’s fourth consecutive quarter of year-over-year growth and attributes the rise in ad revenue to the new products and sections such as Greater New York.

Meanwhile the Journal’s main competitors,  USA Today and The New York Times,  are not experiencing the same lift in print.  In Q2,  USA Today’s paid ad pages fell.  The New York Times  Co., which includes the flagship Boston Globe and other regional papers like the Sarasota Herald-Tribune in Florida, warned that overall print ad revenue will decline around 5%  while online ad revenue is expected to rise 14%.

We’ve been keep stacks of the Greater New York edition and the checks we made find the ad count slim on some days. Our informal hoard consists mainly of sections from the summer which is a light season for advertising typically. Today’s Greater New York  looks thicker with ads from the jeweler Kwiat, conEdison, sister broadcast station FOX (full page) among a smattering of others.


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