The Guardian

Question 1

Origins

Answer 1

• Founded in 1821, a British daily newspaper.
• With a liberal tradition to deliver ‘fearless investigative journalism’

Question 2

Demographics

Answer 2

3.2 million print copies and 18.4 million monthly digital readership.

10.2m males <~> 9.4m females

13.3m over 35 <~> 6.5m under 35

6.9m A-B, Higher and intermediate positions
5.9m skilled manual, unskilled or unemployed.

40% had a degree

Question 3

‘Guardian Reader’

Answer 3

Refers to a left-wing or liberal pov.

Question 4

What does the left-wing ideology promote

Answer 4

individual rights, but also government intervention into social and cultural issues.

Targets the reformer psychographic as their core need is enlightenment.

Question 5

Quality press

Answer 5

The Guardian is considered a member of the quality press group, that focuses on hard news instead of sensationalism.

Question 6

Political support

Answer 6

The paper declared it’s support for the Lib Dems in the 2010 election, then switched back to the Labour party in 2015.

Question 7

Codes and Conventions

Answer 7

Masthead, Splash, Standfirst, Banner.

The informal mode of address reflects the impartiality.

Question 8

Uses and Gratifications

Answer 8

It satisfies our desire to be informed, lifestyle sections may offer personal identification through similar lifestyles.

Or may reinforce our own attitudes.

Question 9

Ownership

Answer 9

The Guardian is operated by the Guardian Media Group, also owns The Observer.

The parent company is Scott Trust Limited, created in 1936 ‘To secure the financial and editorial independence’

Question 10

Funding

Answer 10

TG relies on revenue from global readers, 1.5m in 2020.
Digital subscriptions for annual or monthly fees - £15/month.

You can also become a patron and contribute between £1,200 and £5,000.

Advertising revenue also contributes, a double page spread costs £32,000.

Question 11

Synergy

Answer 11

TG also partners with companies to create commercial content for brands, adverts and campaigns.

E.g. The Guardian Labs Project, insights on brands like Visa and Tesco.

Question 12

Decline of Newspapers

Answer 12

TG was losing £100k a day in 2010 so it sold 49.9% of stake to Autotrader and then the rest in 2014.

Now in the 2020/21 period the trust increased it’s revenue by 0.9%.