Dallas Morning News planning more layoffs?

A source of mine says it's likely. And, sadly, it's not hard to see why.

I took a gander at today's paper, not to read a single story, but to eyeball inches on display ads. Here's a quick summary.

• Front section? About 30 percent ads, decent amount of them color.
• Metro? Almost adless, not counting obits.
• Guide section? About 10 percent, not counting the four pages of advertorial. (And, how many people, like me, wonder if newspapers will eventually take the "advertorial" tag off advertorial items, if there's any way they can?)
• Business section? It did have a full-page color Ebby Halliday ad at back. Otherwise, not counting classifieds, about 10 percent ads.
• ONE non-classified ad in the entire sports section. (That said, people who defend major daily newspaper sports coverage in general? Sure, people may read it, but it's always been below normal on display ad inches. If you are, or have been, in the journalism business and still want to try to defend it, stop. It is indefensible from a business position.)
• Overall? About 15 percent display ads.

For people who don't know, a healthy margin is about 60-40 advertising to editorial copy. And since, traditionally, major newspapers have relied 75 percent on advertising, 25 percent on circulation, now you can understand just how bad of trouble this is.

And, most auto ads? Never coming back. Real estate? Will be slow, even in a relatively "bubbleless" DFW.

As for going more and more online? People still haven't figured out how to adequately monetize online ad revenues. And, while you save trees, paper, ink and press costs, you still need (theoretically) web copy editors, online content/upload editors, etc.

Blogging? That's like the Morning News thinking it's like the NY Times editorial page during Times Select times. You see much in the way of ad revenue there?