Daily Mail & General Trust has reported advertising revenues for its national newspapers are up by 11 per cent for the year to October 3. Revenues for its regional division are up six per cent. However, it has warned of a ‘softening’ in regional press advertising next year with weaknesses likely in the housing and recruitment sectors.
Going online not only cuts costs, but also lowers competitive barriers and removes physical distance from the purchase decision, playing to the strengths of the biggest, strongest brands.
To maintain trust, comply with regulations and offer more effective personalisation, brands should offer consumers a variety of opportunities to communicate which kinds of content they want to see, when they want to see it.
With the furlough scheme coming to an end, businesses looking to cut costs in the absence of recovering revenues are planning to do so at least in part by cutting jobs.
The car manufacturer’s UK marketing boss believes brands cannot and should not go dark during a recession, especially in the auto industry where long-term planning is key.