The Guardian Media Group’s Anna Bateson talks media, money and misinformation
Shaping the Future of Media with Guardian Media Group's Anna Bateson
Growth and Encouragement in 2024
Our strategy to be more global, digital, and reader-funded has driven our investments. We've launched successful international editions and expanded our on-the-ground reporting teams.
Revenue Streams
We're 60% reader-funded, with digital subscriptions and advertising comprising significant portions. Advertising remains important, contributing around a quarter of our revenue.
Impact of Artificial Intelligence
We're adopting AI responsibly, experimenting with tools and creating guidelines to enhance journalism while protecting our IP.
Relationship with Tech Platforms
We maintain editorial influence while prioritizing our own destinations and reaching audiences across platforms. Our withdrawal from X was a strategic decision based on our values and audience engagement.
Innovative Strategies
Our "deeply read" homepage feature highlights reader interactions, offering a counterpoint to traditional "most viewed" models. Our Feast app transforms our recipe archive into a user-friendly cooking companion.
Role of Subscriptions
Subscriptions are vital, fostering reader engagement and deepening relationships. They coexist and enhance advertising revenue.
Building a Strong Brand
Understanding values and purpose is key. Our brand is built through quality journalism, reinforced by our deep relationship with readers.
Regional Differences in Media Consumption
We've expanded our international reach, with tailored editions and strong readership in the UK, Australia, the US, and Europe.
Events and Podcasts
Guardian Live produces hybrid events with engaging content and guest speakers. Our podcasting has reached millions with award-winning shows and revenue generated through advertising and merchandise.
Other Revenue Diversification
Our news app and Feast app are key revenue streams, complemented by The Filter, an independent product review and recommendation platform.
The Future of Media
Media will become increasingly complex, but legacy media will still play a critical role as a source of trusted information.
Challenges and Opportunities
Combating misinformation and finding innovative ways to connect with audiences remain challenges. Our commitment to human journalism and expanding our digital storytelling capabilities present opportunities.
Advertising Market and Future Trends
Advertising is recovering. Marketeers seek brand-building strategies and connecting with real people across multiple channels. We offer trusted news environments and a diverse range of advertising formats.
New Sales Structures and Skills
Our sales team focuses on relationships and understanding client challenges. Our advertising and editorial departments collaborate to deliver impactful campaigns.
Print's Continued Value
Print remains valued and offers premium, tangible advertising opportunities. Its effectiveness has been proven, particularly in enhancing brand perception and trust.