Advertising linage for The Wall Street Journal declined 21.5% compared to a decrease of 35.5% in February of last year and an increase of 49.5% in February 2000, the company reported today.
Year-to-date total linage declined 27.4% compared to a decrease of 30.2% last year. General ad linage at the Journal declined 23.9% in February compared to a decrease of 39.3% in the same period last
year. Technology linage (part of the general category) was down 39.2% in February, primarily due to declines in B-to-B e-commerce, computer software and computer hardware, partially offset by an
increase in personal computer ads. Other general advertising categories were down 14.7%, primarily on weakness in professional services and travel advertising, partially offset by increases in auto
and communications advertising. Financial advertising linage for the Journal declined 23.6% in February compared to a decrease of 35.3% in February of last year. The improvement from recent months'
trends was due to better comparisons for tombstones, other wholesale and retail advertising. Classified/Other linage was down 9.7% in February compared to a decrease of 16.7% in February of 2001, with
the improved trend due to better comparisons in real estate advertising.
