Reports say the Guardian's rampant web traffic has failed to translate into commercial success
Reports say the Guardian's rampant web traffic has failed to translate into commercial success Reuters

Guardian News and Media is tipped to report a multi-million pound loss in its next set of results as rampant web traffic has failed to translate into commercial success.

According to sources, cited by The Telegraph newspaper, the left-leaning group will reveal how it has not managed to get a foothold in the US advertising market, despite having one of the largest online readerships in the world.

"The Guardian still hasn't got to grips with American media sales," said a source to The Telegraph.

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"The New York [advertising] market is a difficult place to break into. Selling advertising is not the same as building a website. People and relationships are important."

GNM has spent tens of millions of pounds over the last six years to forge a US website geared towards left-leaning Americans.

On average, it receives around 85 million monthly browsers and over 4.5 million unique users a during the same period.

In 2013, GNM, the publisher of The Guardian, The Observer and three versions of Guardian.com, reported a pre-tax loss of £40.5m (€50.8m, $60.4m) although the overall group reported a pre-tax profit of £22.7m.