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BtoB

'Wall Street Journal' ad linage increases

Published on .

New York—Dow Jones & Co. reported that May advertising linage in The Wall Street Journal’s U.S. edition continued to increase.

Ad linage was up 1.4% in May 2004 compared with May 2003. On a per-issue basis, ad linage jumped 6.5% in the same time frame. For the year to date through May 2004, total linage was up 5.5% compared with the same period last year.

The Journal posted these gains despite linage decreases in May in both the tech (-19.8%) and financial (-9.1%) categories.

In Barron’s, national ad pages increased 55.8%, or 24.7% per issue in May. For the year to date, pages were up 28.8%.

Internationally, The Wall Street Journal Europe’s linage decreased 12.4% (7.8% per issue) in May, with year-to-date linage up 15.3%. The Asian Wall Street Journal’s linage declined 2.2% (up 2.5% per issue), with year-to-date linage up 6.2%.

—Sean Callahan

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