Advertising Revenue Increasing; MEDIA

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Byline: By John Duckers Business Editor Trinity

Advertising is picking up, Trinity Mirror, owner of The Birmingham Post revealed yesterday.

It came as the company issued a trading update ahead of its close period - it will announce its preliminary results for the 52 weeks ending December 30 on February 28.

The group stated: "The advertising environment in 2007 improved on previous years. However, month on month volatility remains and we expect this to continue in 2008."

It said 2007 performance would be in line with expectations.

Group advertising revenues for the five months to November excluding disposals but including acquisitions on a like for like basis increased by 2.1 per cent year on year. This compared to a decline of 1.5 per cent for the first half resulting in an increase of 0.1 per cent for the 11 months to November.

Regionals division advertising revenues for the five month period increased by 0.6 per cent. This compared to decline of one per cent for the first half resulting in a decline of 0.3 per cent for the 11 months. By category for the five months saw display up 4.6 per cent, recruitment down one per cent, property ahead 2.8 per cent, motors adrift 13.8 per cent and other classified categories up 1.3 per cent.

Nationals division advertising revenues for the five months increased by 5.6 per cent. This compared to a fall of 2.3 per cent for the first half resulting in an increase of one per cent for the 11 months to November.

Group circulation revenues for the five months grew 0.7 per cent year on year maintaining the same rate of growth seen in the first half.

Within this, nationals papers were ahead 0.9 per cent and regionals increased 0.2 per cent. For the 11 months group circulation revenues saw a rise of 0.7 per cent.

Group digital revenues for the five months on an underlying basis surged 33.3 per cent with an increase of 27 per cent for the regionals division and 98.5 per cent for the nationals. For the 11 months to November group digital revenues jumped 28.7 per cent with an increase of 24.6 per cent for the first half.

Trinity Mirror recently raised a total of pounds 263 million from the sale of the Racing Post and seven businesses in London and the South East. …