Dow Jones (DJ) Advertising Dives In July

August 14, 2007 by Douglas A. McIntyre

Dow Jones (DJ) had an awful month in July.

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.

By category, high-yielding financial advertising volume increased 21.0% due to increases in tombstone, wholesale and insurance advertising. Technology advertising volume decreased 75.4%.

Classified advertising volume decreased 13.5% due to a decrease in real estate advertising. General advertising volume decreased 5.9% as decreases in auto, consumer electronics, pharmaceuticals, luxury goods and corporate advertising.

Online ad revenue was a bright spot. 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.

It is hard to image that the month could have been much worse

Douglas A. McIntyre