Digital Fuels NYT Ad Growth, Publisher Turns In Best Month Yet

The New York Times' total ad revenue in May posted a 4.4 percent increase over the same month last year--its highest growth rate this year to date, the New York Times Company said Thursday. A large part of this jump was due to a remarkable 26.9 percent rise in Internet advertising revenue over May 2005.

The company's Web presence has been bolstered significantly by the acquisition of About.com, which helped yield a total of 39 million unique visitors for all its Web properties last month, according to Nielsen//NetRatings. About.com has enjoyed an expansive 59 percent year-over-year growth in ad revenue, in large part because of an increase in cost-per-click advertising, as well as increased demand for display ads.

The overall positive picture at the Times was offset somewhat by significant declines in both regional demand and certain ad categories. For example, the company's New England Media Group posted a 6.9 percent decline in revenue compared to May 2005, and national ad categories like automotive, studio entertainment, travel, and financial services all suffered too. Overall national advertising was up 2.4 percent and retail 10.4 percent compared to May 2005--although in a year-to-date comparison, in the first five months of 2006 the two have fallen 1.0 and .9 percent, respectively.

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The company's classified advertising revenue dipped 1.9 overall, with certain areas posting more significant declines. Automotive classified revenue fell 19.5 percent and Help Wanted 6.2 compared to May 2005. These declines were apparently offset by real estate classified revenue, which rose 15.6 percent over May 2005.

A complete listing of the company's media properties includes the flagship paper, the International Herald Tribune; The Boston Globe; and 15 other daily newspapers, as well as nine network-affiliated television stations, two New York City radio stations and 35 Web sites, including Boston.com and About.com.

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