• by David Goetzl  @dgoetzl, August 9, 2010

How grueling were times for local broadcasters a year ago? E.W. Scripps pulled all marketing for its 10 stations during the 2009 May sweeps. There was no point, executives figured.

It "determin(ed) then that there would be little return on that investment, given the weak advertising environment early last summer," CFO Tim Stautberg said Monday on an earnings call.

Traditional spending levels resumed this year.

Perhaps helped by that, E.W. Scripps reported a 26% increase in ad dollars at its stations in the April-July period, with the group posting $75 million in revenues.

Separately, the company's affiliation agreement with ABC has expired, although its six stations -- including those in Detroit and Baltimore -- continue with the network as negotiations on a renewal continue.

For E.W. Scripps' newspapers, the troubled economy continued to have an effect, with ad sales down 8% to $74 million. Its papers are in 14 markets, including Memphis and Naples, Fla.

Overall, company revenues were up 5% to $189 million, and profit was about $100 million, up about $2 million from the quarter a year ago.