DM&GT forecasts ad drop

DM> forecasts ad drop

Optimism about the advertising market at the Daily Mail's parent company has been scuppered by the terrorism attacks in the US.

The Daily Mail & General Trust is now forecasting an eight per cent drop in ad revenues over the year.

Back in June, the company had been predicting that ad revenues would rise after some disappointing months and, indeed, the Daily Mail saw a slight recovery in August with a three per cent year-on-year growth.

But the events and aftermath of September 11 have put paid to that. The group's titles all put on sales after the events, especially the Daily Mail, with the paper selling more than 250,000 extra copies the day after the terrorist attacks.

However, revenue was hit as, like the rest of the nationals, the paper pulled advertising to devote more space to covering events and major advertisers pulled their ads.

Now the group admits its revenue forecast is uncertain, with the consequences of the attacks still unclear.

DM&GT finance director Peter Williams said it was impossible to predict where the company's revenue would go from here.

"We just don't know"he said. "But the Daily Mail is very strong on the retail side. That gives us some confidence.

"As long as people keep spending in the high street, our big advertisers will keep advertising with us."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest

Sky launches #WatchOnSky automated viewing on Twitter

Sky launches #WatchOnSky automated viewing on Twitter

Sky has started to trial its #WatchOnSky tool on Twitter, which lets customers watch or record TV programmes by simply clicking icons contained within a tweet.

Share
Sorrell says Publicis / Omnicom's 'merger of equals' is 'impossible'

Sorrell says Publicis / Omnicom's 'merger of equals' is 'impossible'

Sir Martin Sorrell, chief executive of WPP, has called attempts by rival holding groups, Omnicom Media Group and Publicis Groupe to form a "merger of equals", simply not possible.

Share
Social Brands 100 Youth: Pizza Hut most social youth brand in UK

Social Brands 100 Youth: Pizza Hut most social youth brand in UK

Pizza Hut is the best brand at building and maintaining social media relationships with the UK's youth, followed by high-street bakery chain Greggs, according to social media agency Headstream.

Share

Get news by email