‘New York Times,’ ‘Wall Street Journal’ log ad gains

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New York—The New York Times Co. and Dow Jones & Co. both posted advertising gains last month for their flagship newspapers compared with November 2004.

The New York Times Co. reported its ad revenue increased 5.8% in November—the biggest gain of the year—and total revenue rose 3.1% compared with November 2004.

Year to date, ad revenue rose 3.4% and total revenue increased up 2%. Excluding, which the Times acquired earlier this year, ad revenue increased 3.2% and total revenue increased 1.2%. Ad revenue for The New York Times was up 5% in November and 3.1% year to date.

The company also announced it planned to raise ad rates about 5% at The New York Times next year and to spend at least $40 million on previously announced employee cutbacks.

Ad linage at The Wall Street Journal, including the recently launched “Weekend Edition,” rose 8.7% last month, compared with November 2004, while ad linage year to date rose 2.1%, Dow Jones & Co. reported. The increase in ad volume was due to gains in classified and general advertising, and partially offset by decreases in financial and technology advertising.

Ad linage in the Journal’s general advertising category increased 15.2% primarily due to gains in insurance, industrial equipment, industrial development, travel and professional services advertising. The Journal’s financial advertising declined 17% due to weak wholesale and retail advertising.

—Matthew Schwartz

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