Daily Mail to raise price due to decreasing advertising spend
March 6, 2013
Associated Newpapers has announced today they are intending to increase the price of the Daily Mail’s Monday to Friday editions from 50 – 55p, changes to start on Monday. The weekend editions will remain at the same price. The increase in cover price is an attempt to compensate falling advertising spend which from April to June 2011 has been 7% lower than last year, probably due to the murky future that faces the retail sector. Adding an extra 10% to the cover price is estimated to bring in revenue of 15m a year.
Even though The Daily Mail has outperformed its competitors, the fact remains that the cost of newspaper print continues to be high and something must give to cover it. The price last rose in April 2008.
As for what the future holds the Daily Mail says “Looking ahead, while the outlook remains uncertain, the July to September comparatives are less demanding. The cover price increase will mitigate some of the impact of the recent decline in advertising revenues.”