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BtoB

Ad linage down at ‘Wall Street Journal,’ up at ‘Barron’s’

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New York—Dow Jones & Co. reported that advertising linage at The Wall Street Journal’s U.S. edition decreased 12.7% in October (4.3% on a per-issue basis with two fewer publishing days in October 2004 compared with October 2003).

Technology advertising at the Journal decreased 36.5%, and financial advertising declined 7.7% in the same period. Year-to-date linage at the Journal was down 0.7% (0.2% per issue).

At Barron’s, total national advertising pages increased 10.1% in October, led by gains in financial and auto advertising. For the year to date, pages were up 11.9%.

Internationally, The Wall Street Journal Europe’s linage decreased 29.6% (22.9% per issue) in October, with year-to-date linage down 3.7%. The Asian Wall Street Journal’s linage declined 22.3% (14.9% per issue), with year-to-date linage down 6.1% (5.7% per issue).

—Sean Callahan

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