One of the most important fronts in the 2010 Newspaper Battle of New York is over advertising dollars. In the runup to today’s debut of The Wall Street Journal‘s “Greater New York” section, reports emerged that the Journal was courting key NYC advertisers like Bloomingdale’s and Bergdorf Goodman. Rupert Murdoch, CEO of Journal publisher News Corp., has made it clear that he doesn’t think much of the Times, and the media mogul has a history of aggressively taking on rival papers in an effort to beggar them.
To roughly gauge the impact of the Journal‘s new metro section, we took a rough look at the inaugural ad space in “Greater New York” and compare it with the pages sold in The New York Times‘ “New York” and “Sports.” Please note that while the Journal‘s metro section pulls out as a standalone chapter much like “Marketplace” or “Money & Investing,” the Times‘ “New York” is more integrated into the A section, which also contains front-page news, international news, obituaries, and the op-ed pages.
By our count, the Journal‘s “Greater New York” sold around of 7.7 ad pages, almost half of the section’s 16 pages. The New York Times‘ “New York” coverage, plus “SportsMonday,” today accrued about 1.1 ad pages out of 14 total pages. (We counted the Times‘ sports section because the Journal‘s Metro section includes local sports coverage.
The Wall Street Journal:
7.7 ad pages out of 16 = 48% of the local New York space is ads.
The New York Times:
1.1 ad pages out of 14 = 7.9% of the local New York space is ads.
After the jump, a rundown of the ads run in each papers’ local sections.
Journal Greater New York Section Ad Space:
• Front page (A21): One 1/6-page ad for a Claude Monet display at the Gagosian Gallery
• A22: One 1/3-page ad for Saks Fifth Avenue
• A23: One 1/2-page ad for First Republic Bank
• A24: One 1/4-page ad for Cathay Pacific Airways
• A25: One full-page ad for Macy’s department store
• A26: One 1/8-page ad for Duxiana bed products
• A27: One full-page ad for Delta Airlines
• A29: One full-page ad for NYU School of Continuing and Professional Studies
• A30: One 1/6-page ad for Rolex watches
• A31: One full-page ad for Jersey Boys musical
• A32: One 1/2-page ad for The Rushmore, a tower full of luxury residences on 64th and Riverside
• A33: One 1/2-page ad for Time Warner Cable Business Class
• A35: One 1/3-page ad for DKNY Men clothing
• A36: One full-page ad for Bloomingdale’s department store
Total: about 7.7 ad pages
New York Times’ “New York” Section Ad Space:
• A17: One 4/10-page ad for Barnes & Noble booksellers
• A18: One 1/4-page ad for Visiting Nurse Service of New York
• A19: One 1/8 page ad for the New York New Jersey Franchise Expo
• A20: One 1/8-page section of classified ads
New York Times’ “Sports” Section Ad Space:
• D2: One 1/16-page ad for Chelsea Piers Golf Club
• D3: One 1/8-page ad for Harry’s Shoes
Total: About 1.1 ad pages