Tough news day at The Wall Street Journal. Dow Jones & Co announced today that advertising lineage at its Wall Street Journal fell 24.4% for May. Compared to 2001 data. So far this year lineage is off
23.7 % and June’s numbers are also expected to show a drop in excess of 20%. Technology ads were the main cause of the drop. General ad linage at the Wall Street Journal fell 21% in May, while
technology linage fell 44.1% and other general advertising categories were down 10.2%. According to the company weakness in technology advertising combined with weakness in communications, automotive,
travel and professional services advertising were "partially" offset by in increase in insurance and healthcare advertising.
