Revenue from online mail ads exceed printing for the first time | Media

Mail Online's advertising revenue surpassed the Daily Mail and Mail on Sunday for the first time, despite the loss of nearly 2 million digital readers over the last year.

Mail Online has managed to break this course despite a 13% drop in global audience following Facebook's decision earlier this year not to prioritize news appearing in the user calendar.

Mail Online's global single daily browsers increased from about 14.83 to 12.9 m, a loss of 1.93 m at the end of September.

"Mail Online continues to seek to attract traffic directly to its home pages for desktop and mobile computers or its applications," said Daily Mail & General Trust, the parent company of Mail titles and the Metro sheet free Metro. "Indirect traffic, especially via social networks and search platforms, has decreased."

Despite the collapse of the audience, Mail Online said that the total number of minutes spent on the site has increased to an average of 145 million minutes per day, of which more than three quarters come from direct traffic. Mail Online generated advertising revenue of 122 million pounds during the year. end of September, an increase of 3% compared to the previous year.

The two flagship print publications generated advertising revenue of £ 119 million, down 9%, while print advertising in national newspapers continues to be lost in digital media.

The company said the decline in print advertising "reflects the structural and competitive challenges facing the UK newspaper advertising market"

"MailOnline continues to perform well and has reached a milestone with digital advertising revenues now exceeding Mail's print advertising revenues," said Paul Zwillenberg, Managing Director of DMGT.

Overall, total Mail revenue, including copy sales revenue, decreased by 7% to £ 424 million. Overall revenues from Mail – Printed Securities and Mail Online combined – decreased by 5% to £ 546m.

Freesheet Metro, which went on sale earlier this year, has announced a 4% increase in its ad revenue, to £ 71m for the year.

In 2019, the company said: "Digital advertising revenues should increase, which would help offset the expected declines in print advertising, the remaining advertising market conditions likely to remain volatile."