Trinity Mirror, the British media group that owns several Irish titles, has predicted a slight upturn in advertising revenue for the fourth quarter in a pre-trading update issued yesterday.

After several months of decline, advertising rose by 0.3 per cent in the first two months of the quarter compared to the same period last year, although circulation revenue fell 1.3 per cent, the group said.

Trinity's Irish titles, which include the Belfast Newsletter, Derry Journal and the Donegal Democrat, performed strongly, compensating for contraction in the British south and west midlands.

Following modest growth in August and September, advertising revenues were expected to improve further this month, the group said. Fraught trading conditions have been countered by vigorous cost control, lower interest rates, strong cash flow and reduced investment in digital media.

Regional newspapers, including the Irish titles, reported the biggest advertising increase with incomes up by 1.2 per cent in October and 0.6 per cent in November.

Circulation of the group's flagship Daily Mirror title saw circulation growth of 1.9 per cent year on year in November and 2.5 per cent in October. Advertising revenue grew 0.5 per cent in the third quarter, declined by 1.7 per cent in October but rallied to rise by 5.7 per cent in November.

Retail advertising drove the upturn, with 38.3 per cent third-quarter growth and 20 per cent growth in October and November.