It’s been another ‘bad news’ month for UK newspapers. Just a few weeks after Vice founder Shane Smith predicted a media industry “bloodbath”, Britain’s most successful newspaper group DMGT reported a 16% drop in advertising revenue at the Daily Mail in the six months to the end of March. Even the 20% growth at its Mail Online was scant consolation because annual revenue will not reach the £100m targeted for more than two years. Consequently, the world’s largest English language newspaper site remains far from profitable. Daily sales of the UK’s national newspapers have more than halved to 6.5m in the past 15 years and are still falling. But it is the continuing drain of advertising that panics investors.