(Adds analyst reaction, shares)
LONDON, July 23 (Reuters) - The publisher of the Daily Mailnewspaper and website said it had seen a "markeddeterioration" in the British print advertising market thatwould result in full-year results coming in at the lower end ofexpectations.
Total underlying advertising revenues across its DMG Mediaunit were down 6 percent in the three months to the end of Junecompared to last year, the company said
Ad revenue at Mail Online, the biggest newspaper website inBritain, attracting 25.3 million users in February according tocomScore, grew 7 percent. That was not nearly enough tocompensate for a 13 percent slump at its print titles.
Shares in DMGT fell 8.5 percent to a four-month low of 850.5pence at 0718 GMT after it joined rivals Trinity Mirror and Johnston Press in warning of weaker advertisingmarkets.
Trinity Mirror, the publisher of the Daily Mirror newspaper,said in June its print ad revenue fell almost 19 percent in thefirst six months of the year. Regional newspaper group Johnstonsaid it had been hit by weaker advertising, particularly aroundnational elections in May.
The weak advertising result dragged underlying revenue atDMGT down 1 percent in the quarter, wiping out earlier gains togive a flat year-to-date performance.
Analysts at Numis trimmed their forecast for 2015 pretaxprofit by about 2 percent to 275.6 million pounds ($430.9million), reflecting the tougher trading environment, and itsdowngrade to Euromoney, majority owned by DMGT, onWednesday.
The market expects Daily Mail & General Trust to reportrevenues between 1.82 billion pounds and 1.93 billion pounds andadjusted pretax profit between 275 million pounds and 292million pounds, according to the company. ($1 = 0.6405 pounds)($1 = 0.6395 pounds) (Reporting by Paul Sandle; editing by Kate Holton and KeithWeir)
