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Tech ad pages climb in fourth quarter

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Eugene, Ore.--Technology ad pages climbed 3.26% in the fourth quarter, ending a recent freefall, according to Adscope, an ad tracking service. Tech ad pages climbed to 74,195.02 in the fourth quarter of 1999, up from 71,851.37 in the year-earlier period. Tech ad pages declined 4.37% for 1999 overall to 261,204.24, from 273,117.38 in 1998. The fourth-quarter upswing, however, didn't help tech publishers Ziff-Davis Publishing and Miller Freeman's CMP Media unit, both of which continued to suffer declines in ad pages. ZD Publishing's ad pages declined 22.98% in the fourth quarter to 7,579.936, from 9,840.603 in the year-earlier period. CMP's ad pages fell 11.32% to 12,265.936, from 13,831.06 a year earllier. The healthiest segments in terms of tech ad pages continued to be the business/news category, which includes The Wall Street Journal and USA Today, and the technology business category, which includes newer publications such as The Industry Standard and Business 2.0. Tech ad pages in the business/news category climbed 43.12% in the fourth quarter to 6,662.95, from 4,655.33 a year earlier. Tech ad pages in the technology business category jumped 193.10% in the fourth quarter to 3,833.51, from 1,307.92 a year earlier.
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