New York Times Co. shares fell last week as investors braced for smaller ad sales gains for the newspaper industry in the next few quarters and higher costs. Deutsche Banc Alex. Brown analyst Peter Appert downgraded the Times Co., as well as Gannett Co., Knight Ridder and Tribune Co., to "market perform," but Times Co. stock suffered the biggest percentage drop in that group. Traders drove its price to near its 52-week low. In trading Friday, New York Times Co. closed at $36.38, off 8.06% for the week.