the guardian

Topics: Twitter, The Guardian, Newspaper Pages: 12 (2860 words) Published: May 6, 2015
DIGITAL MARKETING: DANIEL J. WOOD

Digital and non-digital
native strategies analysis
The Guardian
Words count : 2504
Patrick Kibale

“The Guardian has realised that digital isn’t just an extension of their print offering. They understand that digital journalism is different from its print counterpart. They realise that they’re old processes will need to adapt for the digital age.” Paul Boag. Consultant and expert in digital transformation

Patrick Kibale [ID: 1451823]

Digital Marketing

BA (Hons) in Management

Contents
About The Guardian ................................................................................................................... 2 Newspaper circulation goes down .............................................................................................. 3 Digital policy .............................................................................................................................. 4 Website ................................................................................................................................... 4 Blogs ....................................................................................................................................... 5 Podcasts .................................................................................................................................. 5 Apps ........................................................................................................................................ 5 Social media ........................................................................................................................... 6 Recommendations and conclusions ........................................................................................... 8 Sources ....................................................................................................................................... 9

1

Patrick Kibale [ID: 1451823]

Digital Marketing

BA (Hons) in Management

The Guardian
About The Guardian

The Guardian is a British English-language based
newspaper. It is as popular as the Financial Times,
daily newspaper which the content is focused on
business and economic news internationally. But The
Guardian is also the third most read English language
based newspaper site in the world (2013).
The Guardian print circulation dropped 350,000 to
160,000 approximately -46%! In 2011, struggling
with some financial difficulties, the Guardian’s board
switched to a new strategy: “Digital First”. However,
the printed edition is still the first revenue, the share
of the digital edition rose about 25% in 2014 (+£70million). The non-UK online readers have a real impact on the audience which represents two-thirds of
its online readers.
The revenues for the newspaper come from the
advertising spaces between the articles. For the digital
structure, the revenues come from the advertising too.
“For every $11 collected from print ads, newspapers collect $1 from digital ads”. Because they succeeded to generate a monthly traffic of 90 million unique visitor. Thanks to their Open philosophy. Sharing the expansion of the digital content with the community. They provide simpler codes and external tools for the developers. They invest a lot in the social media and chose a more interactive communication strategy with the customers. “We’re not living in a world in which our revenues are going to come from cover price and advertising,” said Alan Rusbridger, ex-CEO of the Guardian.

2

Patrick Kibale [ID: 1451823]

Digital Marketing

BA (Hons) in Management

Newspaper circulation goes down
The newspaper industry is changing slowly to digital. But each publisher knows it is risky to go to digital without thinking about it deeply. But there is still an important fact: the digital business model for newspaper isn’t profitable yet. The most revenues come from the advertising placements in the printed...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Guardian Essay
  • The New York Times and the Guardian on the U.S. Economy Essay
  • Personal Response Guardian of the Dead Essay
  • Guardian Bnwas Installation Manaul Essay
  • The Guardian and Digital Image Essay
  • GUARDIAN Research Paper
  • guardians of galaxy Essay
  • Guardian of Yosemite Essay

Become a StudyMode Member

Sign Up - It's Free