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Newspapers suffer effects of slowdown

A cool month

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The dot-com crash aside, January is not normally a hot month for ad spending.

Jane Deery, exec VP-managing director at Carat Freeman Inc., a media and marketing company with clients in the high-tech sector, said many of its clients tend to pull back in January following heavy ad spending in the fourth quarter. But the intense spending among the dot-coms last year has now altered that perception. One of Carat's high-tech clients, Akami Inc., has discontinued buying ad space in both The Times and The Journal for now, while another, Rational Software Corp., will continue to buy ads in only The Journal.

Irene Hindman, VP-media director at Bader, Rutter & Associates, scoffed when asked whether any of her b-to-b clients would stop buying space in The Times and The Journal. "That would be an extreme overreaction to pull out," Hindman said. "Both publications still have excellent audiences, which is what we're after."

A major Bader, Rutter b-to-b client, Boise Cascade Office Products, will continue to run ads in The Times' business section, she said.

Tyler Schaeffer, senior VP-director of brand media planning for FCB Worldwide, said two of his major b-to-b clients, Compaq Computer Corp. and Avaya Inc., will continue to buy space in both newspapers for the rest of the year. "Despite the overall softness, our business advertising needs remain, and [The Times and The Journal] are the right places for our enterprise messages."

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