Daily Mail reports an upturn in ad revenues

Daily Mail and General Trust (DMGT), owner of the Daily Mail and Mail on Sunday, has reversed the decline in advertising revenue at its national newspaper division. 

Daily Mail Lifestyle ad
Daily Mail Lifestyle ad

The publisher says year to date revenue at its Associated Newspaper business, which includes The Daily Mail and sister title the Mail on Sunday, was up 8% on last year, driven by a 13% increase in display revenue and a 3% rise in digital revenue.

The performance in the quarter to March so far contrasts sharply with the 13% drop registered in the final quarter of 2009.

The firm broke from its usual promotions-based marketing strategy in January by launching a £10m above-the-line campaign focusing on editorial content in a bid to capture the interest of 35-plus women.

Despite the recent upturn, DMGT says like for like revenue, which excludes exchange rate fluctuations, for the five months to the end of February fell 2% behind the same period last year.

The publisher’s local newspaper division, Northcliffe Media saw like for like advertising revenue fall 10% in the five-month period. However, it too has seen an upturn in the year to date, down just 5% in the quarter so far.

Group revenue, which also covers its business to business and consumer media titles, fell 5% on a like for like basis.

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