Ad volume drops at 'Wall Street Journal'

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New York--Dow Jones & Co. reported advertising volume numbers for January that seem to indicate the b-to-b advertising recovery is weak if it’s here at all.

Ad volume in The Wall Street Journal's U.S. edition decreased 5.1% in January, compared with January 2003. In the Journal's technology category, volume was down 21.7% in January, mainly because of decreases in personal computer, communications and computer hardware advertising, which were partially offset by increases in b-to-b e-commerce and computer software advertising. The Journal's financial advertising increased 5.1% in January.

At Barron's, national advertising pages increased 3.2% in January because of increases in financial and technology advertising. Dow Jones also said The Wall Street Journal Europe's ad linage decreased 8.8% per issue in January, while The Asian Wall Street Journal's ad linage decreased 2.3% per issue.

--Sean Callahan

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