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BtoB

Ad linage down 24% for 'Journal'

Published on .

South Brunswick, N.J.--Advertising linage for The Wall Street Journal declined 23% through May, compared with a decrease of 33% during the same period last year, according to figures released Wednesday by Dow Jones & Co.

Ad pages for the Dow Jones flagship fell 24% in May alone, compared with a decrease of 35% in May 2001.

Dow Jones also announced that it expects ad linage at The Journal to be down more than 20% in June on a per-issue basis.

The company said across-the-board weakness in technology advertising--combined with weakness in communications, automotive, travel and professional services advertising--was partially offset by an increase in insurance and health care advertising. Meanwhile, ad pages for Dow Jones' Barron's fell 12% in May, compared with a decline of 44.2% a year earlier. Year-to-date linage at Barron's dropped 14% on a per-issue basis, compared with a decrease of 29% last year.

--Matthew Schwartz

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