Partnerships with Guardian News & Media Ltd.Richard ThompsonStrategic Marketing Partnerships
Guardian News & Media Ltd
72m unique usersEst. 1999Monday to Saturday
1.1m readershipEst. 1821Monday to Saturday
1m readershipEst. 1791Oldest Sunday newspaper
m. & iiOS app14m unique usersEst . 2008
Marketing Partnerships
AffinityMedia Strategic Content
It’s always about the audience
Audience
The Guardian actively targets a ‘Progressives’ audience
They are forward-looking individuals who are curious about the world and embrace change and technology.
At GNM our aim is to grow our 'Progressive' audience through open journalism and product innovation.
Why Progressives?
Role of partnerships
Growth• Finding relevant audience for our content• Typically brand partnerships
Engagement• Time• Participation• Registration
Retention of customers• Loyalty drivers• Data
Editorial relevance• Brand Trust
Partnerships – what we look forNews ‘hook’ or zeitgeistEditorial accessExclusive content • Announcements• Interviews• Videos / Galleries / Interactives
Live Stream Video• Performance• Behind the scenes
Events that allow journalists to get closer to our audienceTicket offers and valueable competitionsBrand presence
How are media partnerships managed on a day to day basis
Partnership TeamEditorial LiaisonBrand marketingAdvertising schedules and ad teamPR teamEvent organisersDates and timings
EditorialAnnouncements from PR teams (after agreement)
Day to day from Media PartnerMarcomms plan for project
Access to talent for interviews / features etc
Actively working to ensure access to talent / exclusive interviews exclusive content such as video etc.
Social collaboration
Exclusives and first offers for content.
Artwork and accreditation sent for sign off
What works well
Editorial access + Exclusive content + Audience engagement + Audience offers and ticketing+ ad spend?... we always hope
Southbank’s Rest is Noise GlastonburyBritish Museum - Afghanistan exhibition
Working with editorial
EditorialAdditional level of complexity More stakeholders to buy into partnershipsProtect independenceAdd curation and context when involved from beginningUnderstand importance of commercial partnershipsAll marketing partnerships have editorial champion or stakeholderContent written by editorial Multimedia coverage is always a bonus
Brand trustTechnology partner is solidContent and quality
When to get in touch
Major activity or event 12 months (Glastonbury level)
Medium activity 3-4 months (Exhibition sponsorship etc)
Small partnerships 1-2 months (editorial led)