Interesting to note the drop in revenues at the Daily Mail & General Trust, driven in large part by the decline of Northcliffe Newspapers in the regions. And even the mothership is struggling. The Independent - which not only shares office space with the Mail, but knows something of the sharp end of media economics - reported:
The Associated Newspapers division, which publishes the Mail titles, saw revenues decline 12 per cent to £206m. Earnings from newspaper circulation fell 7 per cent while those from advertising were 14 per cent lower.
The Mail is still in rude health, circulation-wise, relative to other papers, but its position on one newspaper-wide concern, appears uniquely more acute than the competition. You only have to read the letters pages to work out why. Two examples from today begin:
I was in the RAF in the war but never encountered a Me 262, the Luftwaffe Jet aircraft…
And:
When I was stationed down the Suez Canal, Egypt, in 1947…
Sorry to be so blunt, but one bad winter and you get the feeling the Daily Mail could be done for.
Enjoyed this article? Try this one too: Wanted: Intern, must be visibly ethnic. c/o Daily Mail
Will Sturgeon is director of media strategy at LEWIS PR and a former editor of silicon.com. He also blogs at sturgeonslaw.blogspot.com.
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