'Wall Street Journal' ad volume up 13.2%

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New York--Dow Jones & Co. reported Thursday that advertising volume for The Wall Street Journal's U.S. edition increased 13.2% in October compared with the same month last year.

The rise was fueled in part by an increase of 47.0% in technology advertising linage. At Barron's, national advertising pages decreased 13.8% in October, with year-to-date linage down 16.3%.

The Wall Street Journal Europe's linage increased 14.1% per issue in October, with year-to-date linage up 15.4%. The Asian Wall Street Journal's linage increased 9.0% per issue in October and year-to-date linage increased 8.8%.

“We're very encouraged by the 13% increase in Journal advertising linage in October," Rich Zannino, Dow Jones’ exec VP-COO, said in a statement. "This followed a very strong 29% increase in September.

"As we've noted in the past, we'd like to see three to four months of consecutive gains in all our major ad categories before calling a sustainable recovery in b-to-b advertising.”

Zannino said Dow Jones was maintaining its fourth-quarter guidance for the Journal's linage being up in the low to mid-single digits.

--Sean Callahan

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