Eric Pickles, local government secretary, announced today that council job adverts are mainly going to be published online rather than in the media. Both Guy Fawkes and Roy Greenslade observe that this could have a negative impact upon the Guardian’s advertising revenues.
Indeed. With the Guardian Media Group reporting that advertising and new media revenues were down by £31.6 million to £156 million out of total revenue of £280 million for the 2009/10 fiscal year, a year in which there were £178 million in pre-tax losses, this does not bode well for the future.
If the Guardian’s own sample of advertising case studies is anything to go by, this is the kind of impact that we’re talking about.