McClatchy Co., the country's leading newspaper publisher which has 30 dailies under its wing, including the Miami Herald and Kansas City Star, has shared that it is expecting advertising revenues to keep growing through the end of the year, a trend which was recorded by the group in the third-quarter.

The firm has shared that it now expects ad revenue to record a loss of "low- to mid-20% range", as compared to the 28% drop that was reported by the publisher for the third quarter, and 30% decline registered for the second quarter.

"In addition to improving revenue trends, we expect cash expenses to be down in the high-20% range in the fourth quarter as we continue our focus on permanently reducing our costs", said Chairman and Chief Executive Gary Pruitt.

Despite employing strict cost cuts during the global financial meltdown, which included slashing a large portion of its employee base, the group continues to struggle and Mr. Pruitt has said that more cuts could be seen through 2010.

But on the back of steadily improving earnings, the company is still positive about the coming times. "Over the last several months, McClatchy's earnings reports have shown improving trends,. Let me assure you, we are successfully navigating through these difficult economic times", Mr. Pruitt said.