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Print ad revenues were already tailing away. But the Daily Mail’s latest results are an ominous signal that online is fading too

The Daily Mail belongs to a proper public company that gives regular briefings to its shareholders. So quarter by quarter and year by year you can see pretty transparently what’s going on – especially in the misty area where print publishing declines as digital reach bounds forward. But there aren’t many bounds in the Mail’s results for the year end to September. On the contrary…

We were told to expect £80m in digital revenues. In fact only £73m transpired. Hopes of £100m next year duly expire. Some 41% growth last year has slowed to 18% – and, though that sounds good by most standards, it is also signals a grinding halt to vaulting expectation. Mail print and circulation revenues fell away (down 12% for print ads in the last six months). Digital growth couldn’t cover that. The coming year, says the group chief executive, “largely depends on the print advertising environment balanced against further growth in digital areas”. Life on a seesaw.

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