According to Trinity Mirror's trading update released this morning, the 6% fall is an improvement in the rate of decline recorded during the first half of the year when national newspaper ad revenues dropped by 14%. In the year to date, national ad revenues are down by 11%.
Regional ad revenues at the publisher are down 32% in the year to date, reflecting a decline of 35% for the first half and an improved rate of decline of 27% for the 17 weeks to 25 October.
Overall advertising revenues are down 25% in the year to date, though again the rate of decline has slowed to 20% for the period.
The company said that early indications for November are that advertising revenues for the nationals will fall by around 5% and for regionals by around 22%, while group circulation revenues are expected to fall by around 1%.
Group circulation revenues have fallen by 4% in the year to date with a decline of 8% for the regionals and 3% for the nationals. Circulation revenues in the 17 weeks to 25 October fell by 7% for the regionals and 2% for the nationals.
Group revenues for the period fell by 12%, which reflected an improvement of five percent from the declines of 17% experienced in the first half. However, Trinity said that the improving revenue trends reflect the benefit of weaker comparatives.
In its outlook, Trinity Mirror said that it remains confident that performance for the year will be in line with expectations.
The company said in a statement: "Although trading conditions have remained difficult since the half year with continued pressure on revenues from the poor economic environment, we have seen an improvement in the rate of decline in revenues.
"While the trading environment will continue to be challenging over the remainder of the year and into 2010, we anticipate that the rate of decline in revenues will continue to improve.
"This coupled with ongoing management initiatives to drive revenues and reduce costs will support profitability."
The group said that it remains on track to deliver structural cost savings of £35m with the total cost base falling by at least £65m for the full year.
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