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	<title>MediaMemo &#187; Rush Hour 3</title>
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	<description>by Peter Kafka</description>
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		  <title>All Things Digital</title>
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		<title>Online Meltdown Update: AOL Ads Down Six Percent in Third Quarter</title>
		<link>http://mediamemo.allthingsd.com/20081105/online-meltdown-update-aol-ads-down-6-in-third-quarter/</link>
		<comments>http://mediamemo.allthingsd.com/20081105/online-meltdown-update-aol-ads-down-6-in-third-quarter/#comments</comments>
		<pubDate>Wed, 05 Nov 2008 12:32:25 +0000</pubDate>
		<dc:creator>Peter Kafka</dc:creator>
				<category><![CDATA[MediaMemo]]></category>
		<category><![CDATA[Peter Kafka]]></category>
		<category><![CDATA[Yahoo]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[AOL]]></category>
		<category><![CDATA[cable]]></category>
		<category><![CDATA[CNNMoney.com]]></category>
		<category><![CDATA[earnings]]></category>
		<category><![CDATA[fees]]></category>
		<category><![CDATA[Hairspray]]></category>
		<category><![CDATA[Harry Potter]]></category>
		<category><![CDATA[movies]]></category>
		<category><![CDATA[networks]]></category>
		<category><![CDATA[paid search]]></category>
		<category><![CDATA[People.com]]></category>
		<category><![CDATA[revenues]]></category>
		<category><![CDATA[Rush Hour 3]]></category>
		<category><![CDATA[subscription]]></category>
		<category><![CDATA[Time Inc. SI.com]]></category>
		<category><![CDATA[Time Warner]]></category>
		<category><![CDATA[TV]]></category>

		<guid isPermaLink="false">http://mediamemo.allthingsd.com/?p=624</guid>
		<description><![CDATA[More fuel for the online advertising pessimists among you: Advertising revenues at AOL dropped six percent in the third quarter. Given that those results cover the three-month period that ended Sept. 30, which only included a couple weeks of flat-out economic collapse, there will be worse news in store for the last quarter of the year.]]></description>
			<content:encoded><![CDATA[<p><a href="http://mediamemo.allthingsd.com/files/2008/11/bewkes.jpg"><img class="alignright size-full wp-image-625" title="bewkes" src="http://mediamemo.allthingsd.com/files/2008/11/bewkes.jpg" alt="" width="200" height="208" /></a>More fuel for the <a href="http://mediamemo.allthingsd.com/20081103/how-low-will-online-ads-go-lower-says-jp-morgan-very-very-low-says-gawkers-nick-denton/">online advertising pessimists</a> among you: Advertising revenues at AOL dropped six percent in the third quarter.</p>
<p>This isn&#8217;t a total shock. The previous quarter, AOL had only been able to manage two percent advertising growth, and the company had already signaled since then that <a href="http://www.alleyinsider.com/2008/9/aol-now-our-ad-network-business-is-seizing-up-too">both its display ad business and its ad network were struggling</a>. But given that these results cover the three-month period that ended Sept. 30, which only included a couple weeks of flat-out economic collapse, there will be worse news in store for the last quarter of the year.</p>
<p>Total revenues at the unit, owned by Time Warner (TWX), dropped 17 percent, to $1 billion. The bulk of that is attributable to its declining (down 26 percent) subscription business, so that number is less relevant&#8211;<a href="http://kara.allthingsd.com/20081023/what-aols-results-on-november-5th-mean-to-its-yahoo-escape-hatch/">except to whoever may be in the market for one or both parts of the unit</a>, like Yahoo (YHOO). Things would have been even worse, by the way, if AOL&#8217;s paid-search business hadn&#8217;t ticked up.</p>
<p>Overall results at Time Warner were flat for the year, with <a href="http://biz.yahoo.com/bw/081105/20081105005491.html?.v=1">revenues of $11.7 billion and earnings of 30 cents per share</a>. CEO Jeff Bewkes also <a href="http://mediamemo.allthingsd.com/20081105/time-warner-time-inc-layoffs-will-cost-us-more-than-100-million/">announced</a> that 2008 earnings would be lower than previously forecast due to restructuring charges, but that cash flow would actually be higher than the company had predicted.</p>
<p>Revenues at its <a href="http://mediamemo.allthingsd.com/20081105/time-warner-time-inc-layoffs-will-cost-us-more-than-100-million/">to-be-shrunk Time Inc. publishing unit</a> dropped seven percent, pushed down by an eight percent drop in ad revenue. The good news is that online revenues of $13 million, driven primarily by SI.com, People.com and CNNMoney.com, helped cushion some of the blow. The bad news is that those numbers are down from $19 million in the previous quarter.</p>
<p>Other results:</p>
<ul>
<li>Cable: Revenues up eight percent; adjusted operating income up nine percent.</li>
<li>Movies: Revenues nine percent (&#8220;The Dark Knight&#8221; did great, but not as well as &#8220;Harry Potter,&#8221; &#8220;Rush Hour 3&#8243; and &#8220;Hairspray&#8221; last year).</li>
<li>Cable TV networks: Revenues up seven percent. Both subscription fees and ad revenues were up.</li>
</ul>
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