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The New York Times Co. expected to see a decrease in the overall print advertising revenue during the fourth quarter of 2010. The publisher said that the print industry continued to diminish compared to other media form. A slip of about 4% is expected in the fourth quarter, slightly better than a 6% decline the company booked for the third quarter. However, the digital ad revenue, which includes ad sales on its newspaper websites and About.com, is predicted to manifest growth of around 10%.
The Times Co.’s traditional newspaper business continues to offset gains in its digital business. The newspaper company sees a hike in the digital ad revenue of $99.7 million from $90.6 million, while print ad revenue will be down to $295 million from $307.4 million. The Times Co. added that the circulation revenue, which accounts for subscription fees and newsstand sales, is also expected to decline at about 4% to 5%- a figure that is equivalent to between $227.3 million and $229.7 million, down from $239.3 million.
Next year, the Times Co. will focus on boosting its revenue from its digital operations. In line with this, the company is now looking at the possibility of charging its readers for access to some stories on its flagship NYTimes.com website.
Advertising Resources is a weekly column authored by AdvertisingCrossing, the nation's leading advertising jobsite dedicated to getting jobs for advertising professionals.
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December 8, 2010 Read More