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Rate of advertising decline is slowing

While it would be wrong to say that the UK advertising market has in any way shape or form recovered, there are signs that the slowdown may be reducing in pace. The Daily Mail and General Trust (DMGT) today reported a 12% decline in revenues in the quarter ended June 2009 against a 23% fall in the previous quarter. Even though business is still under severe pressure, cost-cutting which was implemented earlier this year and in 2008 is starting to have an impact.

Trading conditions on the whole are still fairly weak but the reduction in the rate of fall in advertising revenues has been taken by some analysts to be a positive note and something which, when added to other features of late, seems to be indicating that the UK is on the verge of a recovery. Whether this potential recovery happens next month, next year or the year after is very much open to debate but there are signs that the base is forming.

However, for companies such as DMGT the recovery cannot come quickly enough as cost-cutting measures will reduce the pressure in the short-term but ultimately business needs to return to somewhere near former levels.

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