Newspapers moot joint ad sales

Publishers discuss pooling sales to gain greater leverage with media agencies.

Newspapers moot joint ad sales

Trinity Mirror has approached rival newspaper groups about merging ad sales as print revenues plunge across the industry.

Campaign understands the Daily Mirror publisher has had informal contact with Telegraph Media Group. Both declined to comment.

Trinity Mirror is also believed to have sounded out Guardian Media Group and News UK, although they are thought to be wary of a tie-up.

However, all the "conversations" have been at an early stage and have made little headway so far.

James Wildman, chief revenue officer of Trinity Mirror, wants to pool ad sales to gain better leverage with media agencies but rival groups have been exploring their own options. 

One insider said: "Everyone’s talking to everyone. I don’t know anyone who’s ruled anything out. But there are different views even within the same organisations." A second person said: "Newspapers are in a catastrophic state. There are only three main sales houses in TV and two in radio but there are eight or nine in print."

National news brands’ ad revenue has slumped by a third to £1bn since 2008 and the decline has accelerated in the past 12 months.

Josh Krichefski, UK chief executive of MediaCom, said pooling ad sales was "a potential route" to improve newspapers’ negotiating position. "It would be a good idea for them to come together," he said, but added he would be "surprised" if they could put aside their differences.

Trinity Mirror and Telegraph Media Group have collaborated in the past on advertising partnerships.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Grey London changes name to Valenstein & Fatt to promote diversity and tolerance

Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.

Why Cosabella replaced its agency with AI and will never go back to humans

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published