Daily Mail publisher Daily Mail and General Trust (DMGT) has fallen casualty of the “marked deterioration” in the UK print ad market and has suffered a £7m loss (15 per cent) in print ad revenues at the Daily Mail and Mail on Sunday during the third quarter, coupled with an extreme slowdown in its digital ad revenue.
Despite owning the mantle of the world’s biggest website, digital ad revenues at Mail Online slowed to just £1m (eight per cent), a stark contrast to the 49 per cent rise for the same three months a year ago which accounted to revenue of £5m. Underlying advertising revenues across the Mail businesses as a whole, for print and digital combined, were consequently down nine per cent.
Advertising revenues at DMGT were down six per cent compared to last year, with newspapers down 13 per cent.
Given the weaker UK print advertising environment, DMGT said underlying revenues for the full year are now expected to show a low-single digit percentage decline.
The results follow the launch of Daily Mail's unification of its ad sales teams into one umbrella division called Mail Brands as it looks to integrate the ad teams across print newspapers, magazines and digital properties to ensure cross-platform selling capabilities across the group.