News of the World rivals race to scoop advertising windfalls

The News of the World's newspaper rivals have actively targeted advertisers that pulled spending as the phone-hacking scandal intensifies, as they look to profit from the demise of the 168-year old tabloid.

Trinity Mirror's advertising staff were ordered to hit the phones as soon as the news of the paper's demise emerged. Earlier in the day Associated Newspapers staff were emailing companies that had pulled advertising from its rival to secure more advertising for this week's edition of The Mail on Sunday.

Companies have been pulling advertising from the News of the World in the wake of allegations that its journalists hacked the phone of the murdered teenager Milly Dowler. The exodus culminated yesterday as James Murdoch, chairman of the tabloid's parent company, News International, announced that all advertising had been pulled for the next edition, which would also be its last.

Associated Newspapers, and Trinity Mirror, which owns the Mirror titles, acted quickly to snap up potential additional advertising revenues. The bump may only be temporary, however, amid speculation that The Sun would become a seven-day operation.

Associated's advertising staff pitched to potential customers in an email that said: "In light of the public outcry with the News of the World and also hints that key advertisers such as yourselves may be pulling away – is there anything we can do to support you this coming weekend in terms of copy?"

It added that should the company "want to follow public opinion and boycott the News of the World completely we can work with you".

One insider at a company that pulled advertising from the News International title said it had been contacted by Associated and Trinity: "They see it as a huge opportunity." It is unclear whether sales staff at the Express titles have followed a similar strategy.

Trinity's shareholders were similarly euphoric, with the share price gaining 14 per cent this week amid news of its rival's mounting troubles. The share price rise came as one analyst slapped a "buy" recommendation on the stock. Alex DeGroote said the "very negative advertiser response to News of the World" would be a "possible source of advertising and circulation market share". The Sunday Mirror and The People sell about 1.5 million a week in total, and The Mail on Sunday sells about 1.8 million. The News of the World circulation was about 2.6 million.

Before the dramatic news that the paper was to pull all advertising and close, a series of companies announced they had pulled their campaigns. Among the most high-profile were the mobile phone giant O2 and cable group Virgin Media.

A spokesman for Virgin said yesterday that the company had attempted to pull an insert from the magazine but it had already been printed and sealed. Beyond that "we have decided we will not be placing any advertising in the News of the World until we have further clarity on the details surrounding the investigation".

Start your day with The Independent, sign up for daily news emails
Sport
England's women celebrate after their 3rd place play-off win against Germany
Women's World CupFara Williams converts penalty to secure victory and bronze medals
Arts and Entertainment
Ricardo by Edward Sutcliffe, 2014
artPortraits of LA cricketers from notorious suburb go on display
News
newsHillary Clinton comments on viral Humans of New York photo of gay teenager
Arts and Entertainment
The gang rape scene in the Royal Opera’s production of Gioachino Rossini’s Guillaume Tell has caused huge controversy
music
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Recruitment Genius: Sales Assistant / Buyer

£15000 - £17000 per annum: Recruitment Genius: This company offers a range of ...

Recruitment Genius: Customer Service Advisor

£15000 - £16000 per annum: Recruitment Genius: Customer Service Advisors are r...

SThree: Trainee Recruitment Consultant

£20000 - £25000 per annum + OTE £45K: SThree: SThree were established in 1986....

Recruitment Genius: Compliance Manager

£40000 - £60000 per annum: Recruitment Genius: A Compliance Manager is require...

Day In a Page

The Greek referendum exposes a gaping hole at the heart of the European Union – its distinct lack of any genuine popular legitimacy

Gaping hole at the heart of the European Union

Treatment of Greece has shown up a lack of genuine legitimacy
Number of young homeless in Britain 'more than three times the official figures'

'Everything changed when I went to the hostel'

Number of young homeless people in Britain is 'more than three times the official figures'
Compton Cricket Club

Compton Cricket Club

Portraits of LA cricketers from notorious suburb to be displayed in London
London now the global money-laundering centre for the drug trade, says crime expert

Wlecome to London, drug money-laundering centre for the world

'Mexico is its heart and London is its head'
The Buddhist temple minutes from Centre Court that helps a winner keep on winning

The Buddhist temple minutes from Centre Court

It helps a winner keep on winning
Is this the future of flying: battery-powered planes made of plastic, and without flight decks?

Is this the future of flying?

Battery-powered planes made of plastic, and without flight decks
Isis are barbarians – but the Caliphate is a dream at the heart of all Muslim traditions

Isis are barbarians

but the Caliphate is an ancient Muslim ideal
The Brink's-Mat curse strikes again: three tons of stolen gold that brought only grief

Curse of Brink's Mat strikes again

Death of John 'Goldfinger' Palmer the latest killing related to 1983 heist
Greece debt crisis: 'The ministers talk to us about miracles' – why Greeks are cynical ahead of the bailout referendum

'The ministers talk to us about miracles'

Why Greeks are cynical ahead of the bailout referendum
Call of the wild: How science is learning to decode the way animals communicate

Call of the wild

How science is learning to decode the way animals communicate
Greece debt crisis: What happened to democracy when it’s a case of 'Vote Yes or else'?

'The economic collapse has happened. What is at risk now is democracy...'

If it doesn’t work in Europe, how is it supposed to work in India or the Middle East, asks Robert Fisk
The science of swearing: What lies behind the use of four-letter words?

The science of swearing

What lies behind the use of four-letter words?
The Real Stories of Migrant Britain: Clive fled from Zimbabwe - now it won't have him back

The Real Stories of Migrant Britain

Clive fled from Zimbabwe - now it won’t have him back
Africa on the menu: Three foodie friends want to popularise dishes from the continent

Africa on the menu

Three foodie friends want to popularise dishes from the hot new continent
Donna Karan is stepping down after 30 years - so who will fill the DKNY creator's boots?

Who will fill Donna Karan's boots?

The designer is stepping down as Chief Designer of DKNY after 30 years. Alexander Fury looks back at the career of 'America's Chanel'