MailOnline ad revenues offset falls at chain's newspapers Advertising revenues at MailOnline, the popular celebrity-fuelled website, have climbed 45 per cent in its financial year to date, helping offset further ad sales declines at DMGT's print titles, which include the Daily Mail and the Mail on Sunday. The growth comes as the celebrity gossip website, the most visited newspaper website in the world, looks for new advertising models to drive revenue growth. Earlier this year MailOnline began rolling out an affiliate marketing initiative that links editorial content on its site to online vendors in a pioneering trial that could be mirrored by other online publishers. Last month unique monthly browsers to MailOnline hit a record 138m, a 30 per cent increase on the same period last year. DMGT has appointed a new head to ANyMedia, the company's advertising network that contributes a portion of the revenues to MailOnline. The division's general manager Andy Mitchell is to leave after six years this October to launch a technology start-up. He will be replaced by Nick Timms, head of network products at ANyMedia. In a trading update unveiled on Wednesday, DMGT said total advertising revenues had climbed 1 per cent in the 11 months to the end of August, despite newspaper ad sales falling 8 per cent over the period. This decline in newspaper ad sales in part reflected an advertising boost in July and August last year on the back of the Olympics and Paralympics. The company said full-year guidance for the financial year to the end of September remained unchanged and in line with consensus expectations for an annual pre-tax profit of £270m. Revenues at the group's business-to-business division, which includes Euromoney Institutional Investor, a publisher of magazines and data products, rose 6 per cent over the period. "Overall, it has been a year of steady progress for DMGT, with significant growth coming through from its online consumer businesses . . . but continued tough trading for newspapers," analysts at Canaccord Genuity said in a note. DMGT declined to comment on an IPO of Zoopla , the fast-growing UK online property portal in which it has a 51 per cent stake. But the company said trading at the property website was performing in line with expectations of full-year revenues of about £60m. Earlier this month it was revealed that the second-biggest operator of UK property websites by page views after Rightmove had appointed Credit Suisse to begin exploring "further strategic opportunities."