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Dow Jones Ad Revenue Plunges

Tech advertising tanks at <I>The Wall Street Journal</I>.
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Dow Jones (DJ) said advertising revenue at The Wall Street Journal plunged 12% from a year ago in April.

The New York-based publisher, which has been in the headlines off last week's $5 billion unsolicited bid from Rupert Murdoch's

News Corp.

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, said technology advertising volume plummeted 35% on declines in hardware, office products, communications and technology professional services advertising. Financial advertising volume fell 15.6%, and general advertising volume decreased 14% on a drop in auto ads.

Classified advertising volume increased 1.7% due to an increase in other classified and commercial real estate advertising, partially offset by a decrease in residential real estate advertising.

At

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Barron's

, total advertising revenue increased 45.5% in April on a 41.5% increase in advertising pages aided by one additional issue in April 2007 vs. the prior-year period. On a per-issue basis, total advertising pages increased 13.2% primarily driven by an increase in financial advertising.

International advertising revenue increased 19.7% in April primarily due to increases in financial advertising at

The Wall Street Journal Asia

and

The Wall Street Journal Europe

.

Shares fell 55 cents to $54.96.