Why The Guardian Australia chose quality journalism over ‘scary’ advertising dependency
It’s been five years since The Guardian Australia first opened its doors. Mumbrella’s Zoe Samios talks to The Guardian Media Group’s CEO David Pemsel and outgoing Australia CEO Ian McClelland about the publication’s success, why it avoided growing an audience through Facebook, and looking to the future.
Five years ago, in a serviced office space with “wonky” internet on Pitt St in Sydney, an almost 200-year-old brand began its Australian journey.
The aim? Build a sustainable business, one that would uphold The Guardian UK’s reputation for quality journalism, whilst attract new audiences from the local market.
Although it started off with just a few external representatives selling display advertising, the business model has majorly diversified since then. Now with 80 staff – 45 in editorial and 35 split between commercial and operations – the business is on track to break even.
To date, the publisher has 40,000 ‘supporters’, 21,500 one off contributions and 4,100 subscribers; bringing its total paid relationships to 65,600.
Dear David & Ian
Any chance you can make your donation scheme a little more flexible and affordable – like Wikipedia does
I love the guardian and would love to contribute but your minimum donations are rich
If like it but only use it a bit then only make me pay a bit, and I will. Then you can retarder me as you watch my behaviour
I think if you lower the yield expectation on the donations you might be surprised at what volume you get. Lots of people are keen to support good journalism. But you are competing for attention withy the entire web
As far as the news reporting or analysis in the Guardian it is pretty bad. Now if I do a search on a story and see its listed on the Guardian, I no longer click on that article.
How surprising there’s no mention of the their Leftist Sugar Daddy, George Soros, who bankrolls The Guardian and other mouthpieces of cultural marxism via a labyrinth of shelf companies to mask the source. Omitting that rather salient fact must be one of their “editorial principles”.
Dear Jeremy,
Thanks for asking. You can make a one-off contribution from as little as $1 using this link here:
https://contribute.theguardian.com
All the best
Margy Vary, Guardian Aus
Australia’s media landscape is all the richer for having TheGuardian. Contrary to what Pemsel says about audience reach, this is unfortunately still what spins media buyers wheels. I wish TheGuardian every success at further audience growth.
Oh dear, they have arrived…….
Dear Mike,
The Guardian is not bankrolled by George Soros or anyone else. We are independently owned by the Scott Trust, whose goal is to ensure the editorial independence of the Guardian. Read more here: https://www.theguardian.com/the-scott-trust/2015/jul/26/the-scott-trust
Best regards,
Katie
Guardian Aus
The Guardian’s success?
Making any money?
Last I heard, continuous – that means non stop – losses presaged its imminent closure.