Guardian: Audiences not platforms

This article describes how the Guardian, the UK newspaper group, developed a cross-media planning tool to encourage advertisers to use a broader range of its platforms.

Guardian: Audiences not platforms

Ian Gibbs

Summary

The Guardian's progressive audience is truly multi-platform, consuming content across online, print, mobile and tablet devices. While the guardian has the largest monthly cross-platform reach of all UK quality news brands (NRS PADD March 2013), the majority of ad revenue is still generated from print, and fails to reflect the true value of our scale online.

The Guardian's Audiences Not Platforms (ANP) research and resultant cross-media planning tool has enabled us to speak to agencies in the media planning language in which they are most conversant.

Specifically ANP:

  1. For the first time enables...

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