Tech ad spending slide continues in third quarter

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New York--Showing no relief from the economic downturn, ad pages for technology-related publications fell 35% in the third quarter, according to the latest report from Adscope Inc., which tracks technology publishers. The 35% drop in ad pages is on top of a 25% decline in the second quarter. Pages dropped 25% in the first nine months of the year. The top 10 publications in terms of technology advertising saw a combined 47% decline in ad pages and 44% drop in revenue in the third quarter. Ad pages for top-ranked The Wall Street Journal fell 61%. Business Week's pages were down 55%, third-place PC Magazine's pages dropped 20%. Information Week, with the highest ad page count at 736, slid 48%.Microsoft was the top technology ad spender, running in 84 publications in the third quarter. Microsoft's advertising expenditure increased 121% to $33 million, a large portion of which went to Time, Newsweek and The Wall Street Journal. Other advertisers in the top 10 that increased spending were Fujitsu, Toshiba Corp. and SAP America. Second-ranked IBM Corp. decreased spending by 19% to $27 million and third place Hewlett-Packard dropped 16% to $18.4 million.

--Matthew Schwartz

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