Reach, a UK news publisher, says the conflict in Ukraine is affecting ad demand.

Reach, a UK news publisher, says the conflict in Ukraine is affecting ad demand.

Advertiser demand has dropped in the previous two months, according to British news publisher Reach, as businesses avoid placing ads alongside articles on the Ukraine conflict, stifling digital growth. The Daily Mirror, Daily Express, and a number of regional titles’ owner said it was also working to mitigate the impact of newsprint inflation caused by rising paper and energy costs. Advertising income in print fell 10.1 percent in the four months ending April 24. While digital income increased 9.3% year over year, it was still down from 25.4 percent in the full year of 2021. “Over the last two months, the market has seen weaker advertiser demand and average yields, with the crisis in Ukraine dramatically decreasing the degree of ‘brand awareness.’Reach said for the year ahead, it still expected broadly flat group revenue, although with a higher mix of circulation revenues and a lower digital contribution than expected. Russia’s invasion of Ukraine in February has had an impact on everything, from the cost of grain to energy, other commodities, and consumer confidence. Google’s YouTube said in April its ad sales had been hurt by the conflict after it stopped sales in Russia and brand advertisers, particularly in Europe, pulled back on spending.

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