Daily Mail has suffered a 15pc print advertising drop as supermarkets have cut back their spend.

A significant deterioration has been seen in the traditional print advertising market which has resulted in a 15pc drop at the Daily Mail and Mail on Sunday. Despite this significant loss, their total circulation increased as competitors readership dropped at an even faster rate.

With more and more consumers going online the costs associated with print compared to digital advertisement are making the industry less attractive. The Daily Mail website enjoyed a 25pc increase in its global audience on last year, but revenue was up only 8pc which suggests a decline in advertising yields.

It is results like this that must make businesses consider whether their marketing spends for print advertisement are ineffective and would be better spent on digital means such as retargeting, where cookie-based technology that uses simple Javascript code anonymously “follows” the targeted audience all over the internet.