Why aren't there more 'sells' on the New York Times?

Predictably, shares of the New York Times Co. (NYSE: NYT) are down more than 2% today after Bank of America put a "sell" rating on the newspaper publisher, citing a potential downturn in advertising from luxury advertisers and from financial services companies in New York and Boston.

Analyst Joe Arns slashed his price target by 33% to $21 as he believes the company's earnings before interest, taxes depreciation and amortizations could be 19% below Wall Street's consensus forecasts assuming a "mild recession," according to MarketWatch.

While I agree with Arns' analysis, like most analysts he is a day late and a dollar short. Wall Street has put a "sell" rating on the stock a long time ago. Shares of the New York-based publisher are down more than 33% for the year even though the company posted BETTER-THAN-EXPECTED third quarter results. The stock trades under the $19.50 median target of analysts surveyed by Thomson Financial.

My hunch is that newspaper publishers are such a low priority for Wall Street firms that they could care less whether or not their ratings are the least bit timely.

Note: I have done freelance writing for the New York Times and Boston Globe.