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Dow Jones reports continued decline in ad linage

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South Brunswick, N.J.--Reporting results that continue to be dismal but are no longer surprising, Dow Jones & Co. announced Wednesday that advertising linage at The Wall Street Journal declined 17.0% (20.7% on a per-issue basis) in July compared with July 2001. Year-to-date total linage has declined 22.8% compared with 2001.

Advertising continued to decline virtually across the board at Dow Jones’ publications. National advertising pages per issue in Barron’s declined 13.9% in July compared with July 2001. Year-to-date advertising volume at Barron's declined 15.7% on a per-issue basis. The Wall Street Journal Europe's per-issue linage declined 25.8% in July, and year-to-date total linage declined 32.2%. The Asian Wall Street Journal's per-issue linage declined 35.9% in July, and year-to-date total linage declined 35.1%.

Separately, The Wall Street Journal this week broke ads in print and online at WSJ.com to educate the advertising industry about the effectiveness of the Internet as a branding medium. The ad features Dynamic Logic Inc. president Nick Nyhan discussing the effectiveness of online advertising in boosting brand awareness and purchase intent.

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