Despite the hunger for printed news by the UK public in recent weeks, newspapers have lost out considerably on ad revenue during this period, exacerbating losses in an already troubled market.
Billetts Consultancy reports significant losses for the UK national dailies for the period 12-27th September as the need for extra editorial space, coupled with lost advertising from sensitive sectors such as travel and airlines, took its toll on revenues.
The daily newspaper market is estimated to have lost as much as 18% of its advertising space in the period from 12-27th September. In the seven days immediately following the attack this figure rises to 20%.
Advertising, already on a downward slide, fell by 45% at the FT in the period 12-27th September and these losses were evident at many other newspapers, advertising at the Daily Telegraph was down 39% in the seven days following the attacks.
Sectors such as airlines and travel have, predictably, been particularly badly hit, although the European airline industry’s focus on the home market here has meant that the sector has not suffered the losses it might have done.
| Ad Volume Losses, 12-27th September 2001 |
| Airlines, Holidays/Overseas |
-33% |
| Company Notices & Announcements |
-49% |
| Finance Corporate |
-28% |
| Other Financial Services |
-46% |
Sources: Space data: MMS MediaLog Revenue data: Billetts PressTracker
