The Daily Mail‘s online counterpart, Mail Online, is helping to offset the decline in print sales after it posted a “strong” performance in the last three months of 2011.

A year-on-year increase in revenue of 70 per cent – to almost £6 million – shows the Mail‘s online strategy is working wonders. But despite the increase, the website still hasn’t proved profitable and online revenues remain a small part of publisher Associated Newspapers’ overall revenue of £219 million for the same period.

That’s okay, according to the chief executive of the Daily Mail and General Trust, parent company of Associated Newspapers. Martin Morgan refused to forecast when the website would break even, adding that because of the website’s investment in the US he “doesn’t expect to be in overall profit this financial year”.

He added that the company intends to increase the website’s staff count “modestly” this year.

But the situation continues to look woeful for DMGT’s regional output, under the banner of Northcliffe. Revenue dropped by nine per cent, circulation revenue fell by seven per cent and jobs continue to be culled in an effort to save money.

(Source: journalism.co.uk)

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