The Guardian Flashcards
when was The Guardian founded?
1821
describe the demographic of the guardian
- mostly male
- average age of 44
- ABC1
- 40% of readers have a university degree
describe the psychographics of the guardian reader.
- left wing
- reformer (Young and Rubicam)
why are left-wing, activist readers drawn to the Guardian?
- Ofcom’s “most trusted news brand in the uk”
- draws attention to social injustice (often critiques government and showcases issues such as climate change)
- promotes mainstream left political views
What is the “Quality Press”?
A group of national papers focusing on hard news rather than sensationalised tabloid journalism (the guardian is a part of this group)
Give an example of the Guardian portraying a left-wing political stance
“the day we said goodbye” brexit article
- sad British bull dog
- anchorage reads “missing you already” showing regret for leaving EU (left wing stance)
who owns the guardian?
The Guardian Media Group (GMG) - parent company is Scott Trust Limited
the company constitution was drafted so that no one individual could ever personally benefit
how does the Guardian make money
- cover price
- donations
- subscriptions to ad free content
- ad revenue
profit gets reinvested in journalism instead of distributed between shareholders
how has decline in newspaper sales affected GMG?
- sold stakes in auto trader
- sold regional media output (menchester)
- sold radio subsidiaries
