Guardian News and Media: Evolve or Die

This case study details the newsbrand Guardian's campaign that aimed to maximise profitability from its 'open journalism' platform, and drove increases in online traffic alongside revenue per visitor.

Guardian News and Media: Evolve or Die

MRM Meteorite

Campaign overview

Newsprint sales, the cornerstone of the Guardian's revenue, have shrunk 45% in the last four years. Its commitment to 'open journalism' means that, unlike its competition, the Guardian won't erect pay-walls to compensate for this decline.

This campaign set out to ensure the future of The Guardian: maximising profitability from its existing offerings and identifying new revenue streams.

The approach that evolved drove exponential increases in online traffic, improved the quality of those visits and dramatically increased revenue per visitor.

Strategy

Research showed how two or three more customer...

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