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'Wall Street Journal' narrows tech linage decline

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New York--Dow Jones & Co., publisher of The Wall Street Journal, on Monday announced advertising results from August for its leading print publications.

In an indication that technology ad spending may have stopped its free fall, tech linage at The Wall Street Journal was down 2.1% last month compared with August 2001, Dow Jones said. Tech linage declined 67.1% in August 2001 compared with August 2000.

The Journal's overall advertising linage declined 14.8% in August compared with a year earlier. It was an improvement over August 2001, when linage declined 40.7% compared with the previous August.

Year-to-date total linage declined 22.1%, compared with a decrease of 34.9% in the comparable period last year. Declines in automotive, professional services and health care advertising accounted for much of the falloff.

Dow Jones said it currently expects this month's Journal linage to decline in the mid-single digits, resulting in a third-quarter decline of about 12%. The company’s previous guidance was for third-quarter linage to decline 8% to 12%.

--Sean Callahan

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