WSJ ad revenue falls 7 percent in July; Barron's also falls

Dow Jones & Co. reported decreases in advertising for its print Wall Street Journal and Barron’s editions in July, but increases in advertising for the online editions.

Dow Jones said, “Advertising revenue at the print Wall Street Journal decreased 7.2% in July on a 20.9% decrease in advertising volume. An increase in financial advertising volume was more than offset by declines in the technology, classified and general advertising categories.

“The significant increase in yield was driven by increased color premium, favorable mix, and the absence of a promotional program that ran in July 2006 that was not repeated in July 2007 (which also adversely affected volume in July). By category, high-yielding financial advertising volume increased 21.0% due to increases in tombstone, wholesale and insurance advertising partially offset by declines in retail advertising.”

The company also stated, “Online advertising revenue at The Wall Street Journal Digital Network, which includes WSJ.com, MarketWatch.com, Barrons.com and the company’s vertical websites increased 24.0% in July driven by increases in financial and technology advertising.

“International print advertising revenue decreased 6.5% in July primarily driven by declines in technology and classified advertising.

“At Barron’s, total print advertising revenue decreased 9.5% in July on a 16.2% decrease in advertising pages primarily driven by a decrease in financial advertising.”