Rivals rush to scoop up advertising contracts

The News of the World's newspaper rivals have actively targeted advertisers that pulled spending as the phone-hacking scandal intensifies, as they look to profit from the demise of the 168-year-old tabloid.

Trinity Mirror's advertising staff were ordered to hit the phones as soon as the news of the paper's demise emerged.

Earlier in the day, Associated Newspapers staff were emailing companies that had pulled advertising from its rival to secure more advertising for this week's edition of the Mail on Sunday.

Companies have been pulling advertising from the News of the World in the wake of allegations that its journalists hacked the phone of the murdered teenager Milly Dowler.

The bump in potential advertising revenue may only be temporary, however, amid speculation the Sun would become a seven-day operation.

Associated's advertising staff pitched to potential customers, saying: "In light of the public outcry with the News of the World and also hints that key advertisers such as yourselves may be pulling away - is there anything we can do to support you this coming weekend in terms of copy?"

It added that should they "want to follow public opinion and boycott the News of the World completely, we can work with you".

The Sunday Mirror and the People sell about 1.5 million papers a week in total, and the Mail on Sunday sells about 1.8 million. The News of the World circulation was about 2.6 million.

Before the dramatic news that the paper was to pull all advertising and close, a series of companies announced they had pulled their campaigns. Among them were the mobile phone giant O2 and cable group Virgin Media.

A spokesman for Virgin said yesterday the company had attempted to pull an insert from the magazine but it had already been printed and sealed. Beyond that "we have decided we will not be placing any advertising in the News of the World until we have further clarity on the details surrounding the investigation".

- Independent