The city analysts have now begin to question the robustness of Trinity Mirror and Johnston Press's recovery from the recession and cut 2011 profit forecasts as a result of apprehensions about advertising volatility, declining sales and rising newsprint costs.

Johnston Press, an Edinburgh based company, suffered from ‘subdued’ advertising spending in the run-up to the general election, but the regional newspaper publisher has somehow continued cutting costs and expects to deliver full-year results in line with expectations.

In a move which is being viewed as another sign to support the fact that print media industry has shifted heavily in favor of making internet content paid, regional newspaper group Johnston Press has confirmed its plans of charging for the online content of some of its popular local titles.

Britain's largest and top ranked publisher of regional newspapers, Johnston Press revealed that a new hike in revenue from property advertising has helped it make up for the losses it had recently seen because of recruitment advertisements.