If not for the long July 4 holiday, the New York Times company may have posted an ad increase for the month of July. The company’s ad revenue declined 2.1% for July 2002 compared with July 2001.
National advertising revenue decreased however, as weakness in technology products and banking advertising was partly offset by strength in the entertainment and telecommunications categories. The
decline in July at The Times was larger than June's decline of 0.9% due in part to timing of the July 4 holiday, which was on a Thursday this year compared with a Wednesday in 2001. The New England
Newspaper Group's advertising revenue increased 1.9% for July 2002. Retail advertising revenue increased due to gains in department store and discount department store advertising. National
advertising revenue decreased as softness in travel advertising was largely offset by gains in banking, wireless and entertainment advertising. The Regional Newspaper Group's advertising revenue was
flat. Classified advertising revenue decreased as weakness in help-wanted advertising was offset only in part by growth in automotive and real estate advertising.
