New York—Dow Jones & Co. said Friday that advertising revenue at its flagship Wall Street Journal rose 10.1% in May, due to a 12.6% increase in ad volume. Ad linage increases in technology, classified and financial advertising were partially offset by a slight decline in general advertising. It’s the ninth consecutive month of ad revenue and linage gains for the Journal. However, ad volume at all the company’s other newspaper divisions saw advertising revenue decline. Total ad revenue for Barron’s fell 16.8% in May due to a 22.5% decline in ad pages in the financial, technology and general-advertising categories. At Dow Jones’ Ottaway Newspapers—a portfolio of 15 daily and 19 weekly community newspapers in nine states—ad revenue fell 2% as a 6.8% decline in ad volume offset increased ad rates and an increase in Internet revenue.