Dive Brief: 

• The New York Times' Q2 ad revenue is back on the decline, dropping 4.1%. 
• In the first quarter, the Times broke a three-year curse of continual ad revenue decline with a 2.6% increase. 
• Despite the positive results, the Times still predicted the publication would be back on the decline in the second quarter, due largely to sagging print sales. 

Dive Insight: 

It's tough to watch such an iconic publication slowly decline as it struggles to adapt to new environments. The world of publishing is a completely different landscape now, and some of the established heavyweights haven't been able to innovate fast enough to keep pace with the rest of the industry. The publisher has made some great attempts, like its impressive multi-media native ad for Netflix's show Orange is the New Black, but it will take more for it to catch up in ad revenue.