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	<title>AllThingsD &#187; cash crunch</title>
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		  <title>All Things Digital</title>
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		<title>New York Times: Our Digital Ads "Could Be Under Great Stress"</title>
		<link>http://allthingsd.com/20081209/new-york-times-our-digital-ads-could-be-under-great-stress/</link>
		<comments>http://allthingsd.com/20081209/new-york-times-our-digital-ads-could-be-under-great-stress/#comments</comments>
		<pubDate>Tue, 09 Dec 2008 21:20:18 +0000</pubDate>
		<dc:creator>Peter Kafka</dc:creator>
				<category><![CDATA[Media]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[About.com]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[cash crunch]]></category>
		<category><![CDATA[conference]]></category>
		<category><![CDATA[cost per click]]></category>
		<category><![CDATA[December]]></category>
		<category><![CDATA[digital]]></category>
		<category><![CDATA[digital revenue]]></category>
		<category><![CDATA[display ads]]></category>
		<category><![CDATA[executives]]></category>
		<category><![CDATA[Janet Robinson]]></category>
		<category><![CDATA[Martin Nisenholtz]]></category>
		<category><![CDATA[MediaMemo]]></category>
		<category><![CDATA[New York Times]]></category>
		<category><![CDATA[newspapers]]></category>
		<category><![CDATA[November]]></category>
		<category><![CDATA[performance]]></category>
		<category><![CDATA[Peter Kafka]]></category>
		<category><![CDATA[press release]]></category>
		<category><![CDATA[revenue]]></category>
		<category><![CDATA[search ads]]></category>
		<category><![CDATA[UBS]]></category>
		<category><![CDATA[Web]]></category>
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		<guid isPermaLink="false">http://mediamemo.allthingsd.com/?p=1899</guid>
		<description><![CDATA[The Times says its core Web ad business--selling display ads on its pages--fell off in November, has gotten worse this month and could really be in trouble next year. But About.com is holding up comparatively well.]]></description>
			<content:encoded><![CDATA[<p><a href="http://mediamemo.allthingsd.com/files/2008/12/newspaperless.jpg"><img class="alignright size-full wp-image-1903" title="newspaperless" src="http://mediamemo.allthingsd.com/files/2008/12/newspaperless.jpg" alt="" width="250" height="174" /></a>A glum quartet of New York Times (NYT) executives appeared at the UBS media conference today to repeat <a href="http://mediamemo.allthingsd.com/20081209/new-york-times-november-was-terrible-but-we-have-our-debt-problems-under-control/">what they had already said via press release</a> this morning: <em>Business is grim, but we&#8217;re sure we&#8217;ll be OK. Also, anyone want to lend us money?</em></p>
<p>There was just a glimmer of news at the event, though it wasn&#8217;t surprising or pleasant: The Times&#8217;s Web business is falling away, day by day.</p>
<p>Digital head Martin Nisenholtz said revenue at his unit had been OK until the last two months of the year, but that there had been &#8220;softness in November, accelerating into December&#8230;next year is going to be a different year, by a fairly profound margin.&#8221;</p>
<p>Bear in mind that the Times&#8217;s digital performance pre-November was grim to begin with&#8211;digital revenue grew just 4.3 percent in October&#8211;and it becomes possible to imagine that digital revenue will <em>decrease</em> for at least part of 2009.</p>
<p>Nisenholtz didn&#8217;t do anything rash like attach any numbers to his comments, but he did add a little bit of color: His About.com unit, which is boosted by cost-per-click/search ads, is still doing OK-ish. But the business of selling display ads to Times Web sites is getting pummeled, and could be &#8220;under great stress&#8221; next year, he says.</p>
<p>So if About.com is doing (comparatively) well, why not sell that asset to help the paper escape its cash crunch? I asked CEO Janet Robinson that question after the event. She did everything but insist that the paper would never part with About.com, and praised it up and down&#8211;&#8220;an extremely important part of our digital future,&#8221; etc.</p>
<p>But given a couple chances to do so, she never explicitly ruled out a sale. Given the paper&#8217;s position, I don&#8217;t think she can.</p>
<p>[<em>Image Credit: 1962 NYC Newspaper Strike photo from <a href="http://images.google.com/hosted/life/l?imgurl=0faefee518c02fda&amp;q=newspaper+source:life&amp;ei=y94-Sd7nGIfINLCWqPQO&amp;sig2=DTPTprQ3VvfyejPLjQIEdw&amp;usg=__ALPPBVyBJ0ntRhkBUj_4F5zz-m0=&amp;prev=/images%3Fq%3Dnewspaper%2Bsource:life%26hl%3Den">Life/Google archive</a></em>)</p>
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