• by Paul Gough , January 28, 2004

The New York Times Co. turned in a positive fourth quarter in advertising revenues, registering gains at its flagship newspaper and both its New England and regional units. December's ad revenues were particularly strong, mirroring similar gains at other newspaper groups to close out a less-than-pleasant 2003.

Total newspaper advertising revenues rose 4 percent to $540.29 million in the fourth quarter compared to the same period a year ago, although this included the booking of $11.38 million in revenues from the International Herald Tribune. The Times assumed full ownership of the IHT last January; previously it had owned half and it booked it as a joint venture.

Advertising revenues rose 1.5 percent in the fourth quarter at The New York Times, which delivered $315.98 million in the fourth quarter compared to $311.36 million in the same period in 2002. Increases were slightly better at the New England newspaper group (which includes the Boston Globe and the Worcester Telegram-Gazette), with a 2 percent gain to $123.25 million in the quarter and a 2.9 percent gain to $89.67 million in ad revenues at the regional newspaper unit.

Full-year ad revenues were up at the New York Times (up 1.7 percent to $1.1 billion), New England Newspapers (up 1.6 percent to $448.44 million), and Regional Newspapers (up 2.2 percent to $333.76 million). Overall ad revenues rose 3.7 percent to $1.92 billion compared to the same period a year ago. That included $35.47 million in ad revenues from the International Herald Tribune.

Overall ad linage was mostly up at The Times, with gains in retail, national, zoned, and preprints. The weakest category was classified, which was down 10.5 percent in December compared to the same period in 2002. The Times' overall linage was 312,700 for December, up 5.7 percent from the same period in 2002. The linage picture wasn't as positive in the full year, with single-digit drops in all areas but preprint linage, which was flat in 2003 compared to 2002.

"The year ended on a decidedly positive note," said New York Times Publisher Janet Robinson. She said that several large national categories-including entertainment, banking, transportation, financial services, and media-were up in the double digits. Entertainment is The Times' biggest category in advertising.

At the Boston Globe and Worcester Telegram-Gazette, only zoned ad linage was up in December. Retail linage was down double digits; national, classified and preprint linage were down slightly. The New England unit finished up 2003 mostly flat in overall linage.

The regional newspaper unit's linage was down 3.6 percent in December, but less than 1 percent in the full year.

In a conference call with Wall Street analysts Tuesday morning, President/Chief Executive Officer Russell T. Lewis discussed reasons for optimism. He said the national economy appears to have entered a new growth cycle, which bodes well for newspaper advertising.