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The New York Times Company reported a $35.6 million loss for the third quarter on falling advertising revenue, but deep cost-cutting and newspaper price increases helped beat projections.

The New York Times said on Monday it would cut 100 newsroom jobs through buyouts or layoffs as it tries to counter lost advertising revenue.

The possible sale of Yahoo’s HotJobs would be a huge blow for members of the Yahoo (NSDQ: YHOO) Newspaper Consortium, as the alliance is the only source of help-wanted-ad revenue for nearly 200 papers. But that’s apparently not deterring papers from joining.

Newspaper circulation declined at an accelerated pace in the six months through March, adding to the industry's advertising woes.

Why are studios slowly but surely cutting back on their print ad budgets?

More on NewspapersTerry Widener has been selling newspaper ads for 35 years. But until last fall, Ms. Widener, a 53-year-old saleswoman at The Knoxville News Sentinel in Knoxville, Tenn., had never sold an Internet ad.

Then in a two-week sales "blitz" intended to test an innovative partnership between newspapers and Yahoo, she persuaded advertisers to buy $200,000 in online ads that ran on the paper's Web site and on Yahoo. That represented about a seventh of the amount she typically sells in an entire year.

Gannett Co., the largest US newspaper publisher, said fourth-quarter profit fell 36 percent on faltering advertising sales and expenses to cut jobs.

New York Times reported a lower fourth-quarter profit as an advertising slump continues to erode its capital base. The publisher's revenue fell 11%.