* Estimates H1 revenue fell 11 pct
* Still sees FY profit in line with expectations
* H1 print ad rev down 19 pct, circulation rev down 6 pct
* Digital publishing revenue up 26 pct
* Shares down 3.8 pct (Adds analyst comments, details, updates share movement)
June 26 (Reuters) - Britain's Trinity Mirror Plc,publisher of the Daily Mirror and Sunday Mirror, said it woulddouble its cost-cutting target for the year to protect profit asweak print advertising chips away at revenue.
The company said it now expects to save 20 million pounds ($31 million) this year, but the move would add about 5 millionpounds to its restructuring bill, bringing the total to 15million pounds.
Trinity Mirror said on Friday it expected revenue to fall 11percent for the 26 weeks ending June 28, but that it stillexpected full-year profit to be in line with expectations.
"... We expect ongoing efficiencies to bridge the gapbetween revenues lost and extra savings," Barclays analystssaid, cutting their revenues estimate but maintaining theirEBITA forecast on the company.
Britain's newspaper industry has been hammered in recentyears by the move online of both readers and advertisers, butTrinity Mirror's tight cost controls and growing digital saleshelped it pay a dividend this month, its first since 2008.
Trinity Mirror, which also owns the Daily Record and thePeople, estimated print advertising revenue fell almost 19percent in the first six months of the year, while circulationrevenue declined 6 percent.
Underlying digital publishing revenue, however, is estimatedto have jumped 26 percent due to a 50 percent rise in averagemonthly unique users and page views.
Trinity Mirror is also embroiled in the high-profilecelebrity phone-hacking scandal and confirmed on Friday that itssubsidiary was seeking permission to appeal against a courtruling ordering it to pay 1.2 million pounds in damages to eightvictims.
Last September, the newspaper group admitted liability overhacking the phones of certain celebrities and has since setaside 28 million pounds to deal with the fallout.
"With the current ad trend so weak, and with civil andcriminal hacking investigations still slowly working their waysslowly through the legal system, we think the stock couldcontinue to drift in the near term," said Panmure Gordon analystJonathan Helliwell, downgrading the stock to "hold" from "buy".
Shares in Trinity Mirror, which dates back to 1832, weredown 3.8 percent at 153.25 pence at 1141 GMT on the London StockExchange. ($1 = 0.6354 pounds) (Reporting by Noor Zainab Hussain in Bengaluru; Editing byGopakumar Warrier and Savio D'Souza)
