Trinity Mirror Warns of Continued UK Ad Weakness

27 June 2003

British newspaper giant Trinity Mirror is warning of continued gloom after ad revenues fell in the second quarter.

The country’s largest newspaper publisher – owner of national titles such as The Mirror plus 257 regional papers – warned that ad conditions remained volatile over the first six months of 2003 and will continue to do so “for the rest of the year”.

Advertising revenues fell 0.4% in the second quarter, cancelling out the 0.6% rise achieved over the first three months of 2003. Trinity blamed the conflict in Iraq as well as the lack of an ad-boosting sports event such as the soccer World Cup this time last year.

The group’s national division suffered most, especially its Scottish titles – the Daily Record and the Sunday Mail – where advertising tumbled 3.4%.

Regional papers – which generate nearly two-thirds of Trinity’s total ad revenue – fared better, posting a 1.2% increase in advertising.

Trinity also admitted that the costly price war The Mirror started with arch-rival The Sun had backfired, with overall circulation revenues for the first half expected to be 4.4% down year-on-year.

Data sourced from:; additional content by WARC staff