Chart: Why Classifieds Mean More Than Mail Online To DMGT

4 Comments

Here’s why the most valuable part of A&N Media’s digital empire has little to do with news and its display ads, and everything to do with classifieds…

Though national publisher Associated Newspapers’ digital income, mostly comprising Mail Online, is noticeably small for one of the world’s largest news sites, the bulk of A&N’s digital sales are actually recorded in the division formerly known as Associated Northcliffe Digital (AND) – home to jobs, property, travel and motors ad sites like Findaproperty, Jobsite and Motors.co.uk.

Unlike Associated’s Mail Online, that division is actually profitable.

These sites depend partly on the leverage they get through Mail Online. But they are deployed more greatly through Associated’s regional stablemate Northcliffe’s news sites, which, by themselves, have not grown revenue in three to four years.

In fact, taken together, the former AND and the Northcliffe division to which it really belongs are a £106 million business – five times greater than Associated’s online sales. But that has remained about the same for the last four years now.

All of this allows us to ponder interesting scenarios for Northcliffe’s online future…

Would DMGT sell AND with Northcliffe?

  • DMGT is reported to have called in Ernst & Young to place a value on Northcliffe’s head, ahead of possible consolidation by Trinity Mirror.
  • By ringfencing the online equivalent of its traditional regional newspaper classifieds in a separate division as it has, DMGT may get to withhold the assets from any Northcliffe sale. But whether it does so may depend on whether it sells Northcliffe whole or piecemeal.

Would Trinity Mirror (LSE: TNI) want it?

  • Trinity Mirror already operates its own classified sites in each of A&N’s areas, but their popularity lags A&N’s.
  • Though A&N’s classifieds sites generate most of its digital money, some of them also operate in a challenging climate. Whilst its job and property sites are growing, its car and travel sites are taking a hit in the current economy.
  • There is certainly room for consolidation within the UK online classifieds sector, as DMGT recently suggested by merging its Digital Property Group with Zoopla to fight Rightmove.

Something has to give to make Northcliffe tick online. After consecutive flat performance, this year, DMGT is not even attempting to disclose Northcliffe’s 2011 digital earnings. It has now been overtaken by Mail Online-led Associated’s websites.

4 Comments

fleewe

yeh we also provide free online classified ads service you can post ads with our helps

Jess bailey

My research shows that just recently Motors.co.uk powers car classifieds within Trinity Regionals?

186k

Robert, I commend your use of charts but I doubt anyone can actually understand what your writing about unless they had actually unpicked the annual report themselves. Look at the number of different entities you mention in your article and chart:

DMGT
A&N Media Digital
Digital only
Northcliffe
Associated
Mail Online
Associated Northcliffe Digital
Northcliffe Division
Associated Online

As a reader I’d much appreciate you making things less rather than more complex?

Thanks

Robert Andrews

@80f7588dd7263a6edc0c944ecef77a72:disqus Indeed, this is partly a symptom of the complexity within DMGT itself, about which this article is. The former AND assets have, over the years, been both in and out of the Associated and Northcliffe divisions. Currently, they’re out. And DMGT has lumped together Northcliffe and Associated in to A&N Media.

BTW, I don’t refer to “Northcliffe Division” and “Associated Online”, as you say.

Thanks.

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