Guardian: Audiences not platforms

Ian Gibbs


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 agencies and advertisers to measure total audience reach for media plans encompassing 50 different Guardian media channels across print, online, mobile, tablet and mobile apps.
  2. Places a cross-platform planning tool directly in to the hands of media agencies.
  3. Enables the Guardian to offer audience packages to advertisers across hundreds of different target audiences – tailoring media combinations to specific targets in a far more detailed way than was previously possible, and that is still not possible with other news organisations.
  4. Provides genuinely new audience insight to agencies who are crying out for more sophisticated cross platform measurement tools.