Print advertising revenue was off 7.2% at The Wall Street Journal on a nearly 21% fall in ad volume compared to a year earlier. BtoB Magazine reports that technology advertising revenue was off a jaw-dropping 75%. Tech ads, of course, have been a mainstay of the WSJ’s business since the 80s.
It would be convenient to chalk up the stunning fall in tech business to a cyclical downturn in that industry. While the market does appear a little soft right now, things aren’t nearly bad enough to justify that kind of disinvestment in print advertising. What’s happening is that tech companies are shifting their ad dollars aggressively to the Internet. In doing that, they are simply leading a trend that will spread throughout many other industries in coming years.
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