The DMGT group encompasses Associated Northcliffe Digital (AND), Teletext and the flagship national online titles of The Daily Mail. Also in the portfolio are London freesheet Metro, the Evening Standard [sold soon after writing this article], the ‘Thisis’ portal network of 50+ local portals, and a wide range of niche sites such as This is Money and Simply Switch.

However, the brilliance of their online strategy is in the massive network of niche online classified advertising titles in all key classified markets – recruitment, property, motors, personal finance, and dating. Collectively this means the AND Advertising Network comprises 60+ websites with a monthly UK internet population reach of 26% (9 million people per month). More importantly they dominate key sectors by offering a perfect match between buyers and sellers in a way more personal and effective than the global classified platforms.

Within Associated Northcliffe Digital there are over 140 websites reaching more than 25 million monthly unique visitors. In 2007 revenue grew by 46% across AND’s core classified portals in jobs, property and motors, but profits fell by £2 million due mainly to significant investment in developing its businesses.

Recruitment remained a key strand with the Recruitment division increased KPIs by 41% and ‘the Jobsite’ network of sites crossing the 50 mark in its bid to become the dominant niche job platform.

Strategic analysis

Strength
• Strong brand
• Strong history (print)
• Completing a restructure to improve efficiency
• Strong recent acquisition and launch history for web properties
• Massive web portfolio

Weakness
• Heavy losses on UK London titles that should be reviewed for sale
• Print ad revenues under heavy competition from web
• Legacy of mixed internet investments
• Content not strong for the web in depth or breadth
• Most websites are new brands with me-too status and weak longterm offerings

Opportunity
• Exceptional reach and dominance of niche classified verticals
• Web ad revenues offset migration out of print
• Massive portfolio of web properties in verticals and regionals
• Tactical geographical expansion across Europe

Threat
• Website network doesn’t gain traction vs Google and other global players
• Print ad revenues drain web profits and undermine investment
• Profitability of regional titles erodes further

Appendix

To appreciate the scale and scope of the DMGT online businesses, here is a snapshot from the group’s annual report.

Newspaper Companion Sites (Associated)
• www.dailymail.co.uk
• www.mailonsunday.co.uk
• www.metro.co.uk
• www.thisislondon.co.uk
• www.travelmail.co.uk

Newspaper Companion Sites (Northcliffe)
• www.thisisbath.co.uk
• www.thisisboston.co.uk
• www.thisisbridgewater.co.uk
• www.thisisbristol.co.uk
• www.thisisburnham.co.uk
• www.thisiscentralsomerset.co.uk
• www.thisischeddarvalley.co.uk
• www.thisiscornwall.co.uk
• www.thisiscourier.co.uk
• www.thisisderbyshire.co.uk
• www.thisisdevon.co.uk
• www.thisisexeter.co.uk
• www.thisisgloucestershire.co.uk
• www.thisisgrimsby.co.uk
• www.thisishullandeastriding.co.uk
• www.thisisleicestershire.co.uk
• www.thisisleek.co.uk
• www.thisislichfield.co.uk
• www.thisislincolnshire.co.uk
• www.thisisnorthdevon.co.uk
• www.thisisnottingham.co.uk
• www.thisisplymouth.co.uk
• www.thisisretford.co.uk
• www.thisisscunthorpe.co.uk
• www.thisisshepton.co.uk
• www.thisissomerset.co.uk
• www.thisissomersetstandard.co.uk
• www.thisissomersetguardian.co.uk
• www.thisissouthdevon.co.uk
• www.thisissouthwales.co.uk
• www.thisissuttoncoldfield.co.uk
• www.thisistamworth.co.uk
• www.thisisthesentinel.co.uk
• www.thisisthewesterndailypress.co.uk
• www.thisistotalessex.com
• www.thisisuttoxeter.co.uk
• www.thisiswalsallonline.co.uk
• www.thisiswells.co.uk
• www.thisiswestonsupermare.co.uk
• www.westgaz.co.uk

Other Companion Sites
• www.ourbrislington.co.uk
• www.ourstone.co.uk
• www.cornwalltoday.co.uk

Digital Publishing & New Product Development
• www.adoption-net.co.uk
• www.biggreenswitch.com
• www.cornwalltoday.co.uk
• www.headlinehistory.co.uk
• www.holdthefrontpage.co.uk
• www.housepricemaps.co.uk
• www.lastingtribute.co.uk
• www.mailhomes.co.uk
• www.newhomes.co.uk
• www.shopaholics.com
• www.shoppingham.co.uk
• www.simplyswitch.com
• www.stuff4sale.co.uk
• www.thebluearmy.co.uk
• www.therams.co.uk
• www.thinkmotors.com
• www.thisisbeehive.co.uk
• www.thisishouseprices.co.uk
• www.thisismoney.com
• www.thisismotors.co.uk
• www.toowrite.com
• www.ukplus.co.uk
• www.venue.co.uk
• www.youandyesterday.co.uk
• www.youngwriters.toowrite.com

Motoring and Data
• www.autoexposure.co.uk
• www.carprices.co.uk
• www.carsbymail.co.uk
• www.carsource.co.uk
• www.divadriver.co.uk
• www.fastrology.co.uk
• www.findit.co.uk
• www.instantwin4now.co.uk
• www.motors.co.uk
• www.opinioniser.co.uk
• www.theinsurancecentre.co.uk
• www.theweekdaynews.co.uk
• www.vansbymail.co.uk
• www.vansunited.co.uk
• www.voiceinacrowd.co.uk
• www.win4now.co.uk

Dating
• www.datingforparents.com
• www.dreamsdiscovered.com
• www.girlsdateforfree.com
• www.loopylove.com
• www.pocado.com
• www.quickflirt.com
• www.spidercircle.com

Property
• www.findanewhome.com
• www.findaproperty.com
• www.homesandproperty.co.uk
• www.primelocation.com

Advertising Listing & Databases Recruitment
• www.careersinlogistics.co.uk
• www.cityjobs.com
• www.conkers.net
• www.emedcareers.co.uk
• www.engineerboard.co.uk
• www.euromoneyiijobs.com
• www.inretail.co.uk
• www.jobs.ertweekly.com
• www.jobs.nhs.uk
• www.jobsite.co.uk
• www.justengineers.net
• www.justrail.net
• www.justutilities.net
• www.justconstruction.net
• www.defencejobs.com
• www.just4aviation.net
• www.justsalesandmarketing.net
• www.just4graduates.net
• www.just4executives.net
• www.just4finance.net
• www.jobsinabox.net
• www.justtechnicaljobs.net
• www.legalprospects.co.uk
• www.letjoknow.co.uk
• www.londonjobs.co.uk
• www.myaccountancyjobs.com
• www.officerecruit.com
• www.onlineinsurancejobs.co.uk
• www.productionbase.co.uk
• www.purelyit.co.uk
• www.recruitconstruction.com
• www.retailcareers.co.uk
• www.scotrecruit.com
• www.secrecruit.co.uk
• www.seniorsalesjobs.co.uk
• www.top-consultant.co.uk
• www.topitconsultant.com