The Guardian Flashcards
When was The Guardian founded?
1821
What tradition does The Guardian have?
Liberal
What does The Guardian aim to deliver?
“fearless, investigative journalism” and “quality, trustworthy reporting” which is free from “political and commercial influence”
According to 2021 data from PAMCo, what are
the figures about
monthly readers?
3.2m monthly print and an 18.4m monthly digital readership
How many readers does The Guardian
reach on average
around the world
per month?
113 million
How are the 113M
readers split per continent?
47.4M - Europe
44M - North America
14.4M - Australasia
4.5M - Asia
1.4M - Africa
566K - South America
How are male and female readers of The Guardian split?
10.2M Males
9.4M Females
How many of The Guardian’s readers are over 35 compared to under 35?
13.3M Over 35
6.5M Under 35
What does the phrase “Guardian reader” mean?
Describes someone who has a left-wing, liberal POV. (And reads the guardian..obviously.)
How does The Guardian target its audience?
They draw attention to social injustice and “championing the voices of those less heard”
What is the paper proud of?
(Hint: COVID-19)
COVID-19 investigations which exposed governmental and social failings
What did OfCom find?
The paper was the “most trusted news brand in the UK”
What is the “quality press?”
A group of national papers which focuses on hard news rather than the sensationalism of tabloid journalism
Using the Uses and Gratifications
theory, name 4
aspects of The Guardian
that promotes this.
- Satisfies our desire to be informed
- Lifestyle section: appeals to personal identity.
- Comment section: people can debate and share their own opinions
- User-generated content and social interaction: personal relationships, readers can also develop sense of companionship
Who is The Guardian operated by?
The Guardian Media Group (GMG)
What is the parent company of the GMG?
Scott Trust Limited
When was Scott Trust Limited created?
1936
Who established the STL?
John Russell Scott
Why was the STL created?
To avoid paying death duties which may have forced the newspaper to close.
When was the STL dissolved?
1948
What happened in 2008?
The trust was replaced by the limited company to respond effectively to the rapidly changing media.
What does The Guardian rely on in order
to maintain its
editorial independence
and remain free from commercial bias?
Revenue from its global leadership, including the 1.5M people that supported the paper financially in 2020 through subscriptions.
How much does a double spread advertisement cost in The Guardian?
£32,000, as the company claims it is better at “building brands”
What is one of the unique selling points of The Guardian?
Its profits are invested back into journalism rather than distributed to shareholders.
