The Guardian - Audience

Question 1

What is the cover price of the Guardian? What does this price suggest?

Answer 1

£2.50. Its slightly higher price suggests it’s aimed at a more middle-upper educated class and it’s going to have high quality, informative content - idea that you’re paying for luxury

Question 2

Where on the political spectrum is the Guardian?

Answer 2

mainstream left- liberal paper

Question 3

What is the Guardian’s ethos?

Answer 3

undertake investigative journalism that gives a voice to the powerless and to hold power to account while being free from political and commercial influence

Question 4

How popular is the Guardian in the UK?

Answer 4

5th most popular in the UK

Question 5

what is the monthly print reach?

Answer 5

3 million

Question 6

How many unique users does the Guardian reach online each month?

Answer 6

86 million

Question 7

What is the average age of the Guardian?

Answer 7

44

Question 8

How many 18-24 year olds have accessed the paper in the last 12 months

Answer 8

1 in 3

Question 9

What is the gender balance of the paper?

Answer 9

slightlymore male orientated: 52% to 48%

Question 10

What is the social demographic of the average Guardian user?

Answer 10

ABC1 make up 85%

Question 11

To what extent are the majority of consumers educated?

Answer 11

54% are educated to degree level or above

Question 12

What % of the UK’s public time on media sites was spent on the Guardian in the run open to elections

Answer 12

7%

Question 13

How many uniquely monthly viewers don’t pay for the Guardian?

Answer 13

150 million unique monthly visitors that don’t pay

Question 14

What milestone of digital subscribers did the Guardian hit in November 21?

Answer 14

At the end of November 2021, the Guardian reported a total of 1,000,035 digital subscriptions from supporters in 180 countries around the world.

Question 15

In November 21, how many single payments were reported from the last year?
Where were many of these readers from?

Answer 15

In the 12 months to the end of November 2021, the Guardian also received 476,000 single contributions from readers across the world. Half of all single contributions in the past year came from the US.

Question 16

What was the number with a print subscription in Nov 21?

Answer 16

The news publisher has 114,250 print subscriptions across the Guardian, the Observer and Guardian Weekly.

Question 17

How can postmodernism be applied to the Guardian and Daily Mail (the lines between created texts and reality are becoming blurred)?

Answer 17

-More ‘lifestyle’ content online (celebrity/ popular culture obsession)
-Click bate/ sensational content on-line to make viewers stay on their website as long as possible
-Comment based content- introduction of fake news
-UK press deemed untrustworthy

Question 18

What are the main psychographics of the Guardian’s readers?

Answer 18

The most obvious label would be reformers - ‘someone at the leading edge of society’ who looks for enlightenment. They have also been labelled as activators because they are at the forefront of innovation and the most open to new ideas. Also, some could be labelled as achievers, who focus on professional endeavour

Question 19

What is the mode of address of the Guardian?

Answer 19

More personable: this is shown by the use of lowercase and curved font in the masthead. This suggests sophistication, linking to brand identity of strong investigative journalism. Similarly, the name The Guardian conveys the idea that they want to nurture there audience like a parental figure, suggesting the are trustworthy
This is in contrast to tabloid papers who are more sensationalist and emotion
-Linguistic content of the front page tend to be relatively neutral

Question 20

What is the content of the Guardian like?

Answer 20

Choice of stories is serious and complex, suitable for a well educated audience

Question 21

What is their stance to political parties?

Answer 21

They act as a ‘critical friend’ towards political parties

Question 22

Why was the Guardian created in 1821?

Answer 22

to promote the liberal interest in the aftermath of the Peterloo massacre

Question 23

How do the Guardian alter the message to persuade readers to donate money?

Answer 23

according to the content of the article and the behaviour of the digital reader

Question 24

What was it like to live in Manchester England in 1819?

Answer 24

was mired in economic depression and high unemployment, while the Corn Laws, which kept the price of grain artificially high, brought mass hunger.
Also increasing demands for people to have the vote

Question 25

Who was John Edward Taylor?

Answer 25

John Edward Taylor was in the crowd that day, reporting for a weekly paper, the Manchester Gazette. When a reporter for the daily Times of London was arrested, Taylor was concerned that the people of the capital might not get an accurate report of the massacre – he correctly feared that without the account of a journalist on the scene, Londoners would instead get only the official version of events, which would protect the magistrates who had caused the bloodshed.
So Taylor rushed a report on to the night coach to London, got it into the Times, and thus turned a Manchester demonstration into a national scandal. Taylor exposed the facts, without hysteria. By reporting what he had witnessed, he told the stories of the powerless, and held the powerful to account.

Question 26

How many people died in the Peterloo Massacre?

Answer 26

18

Question 27

When was the first edition of the Guardian?

Answer 27

5th May 1821

Question 28

What was the mode of address when the paper started?

Answer 28

the Manchester Guardian could engage with the people who were starting to become involved in politics, giving them the information they need to take action. It is a wholly uncynical and unsnobbish document. It is on people’s side.

Question 29

What controversies did the paper face after John Edward Taylor died?

Answer 29

It was highly profitable, but in becoming so it got too close to the Manchester cotton merchants who paid for the advertising that supported the paper. It even sided with the slave-owning south in the American civil war: the paper demanded that the Manchester cotton workers who starved in the streets because they refused to touch cotton picked by American slaves should be forced back into work.

Question 30

What two challenges did Scott face when he became editor?

Answer 30

The first was the question of Irish Home Rule: Scott campaigned for self-government in Ireland – marking the moment when the Guardian most clearly became “a paper of the Left”.
At the end of the 19th century, Scott took the Guardian to an even more controversial anti-colonial position. During the second Boer war, from 1899 to 1902, Britain was rampantly jingoistic; anyone who opposed the war was cast as a traitor. The Guardian stood against it and ran a campaign for peace, while the brilliant Guardian reporter Emily Hobhouse exposed the concentration camps for the Boers run by the British.

Question 31

How did the two challenges scott faced impact the sales of the paper?

Answer 31

The paper’s stance was so controversial that it lost advertisers and one-seventh of its sales. Scott’s courageous position nearly did kill the Guardian. But in standing up to the prevailing political mood of the day, Scott turned the newspaper into “the dominant expression of radical thinking among educated men and women”,

Question 32

What mistake did the Guardian make in 1948 and 1951?

Answer 32

They disparaged the foundation of the NHS. They went as far as backing the Conservatives in the election

Question 33

What two quotes famously came out of the centenary essay?

Answer 33

“comment is free, but facts are sacred”, and decreed that “the voice of opponents no less than that of friends has a right to be heard”

Question 34

How are journalists becoming trusted?

Answer 34

“journalism has had a greater shift towards social inclusivity than any other profession.”
Although, the Guardian still wants its staff team to be more diverse

Question 35

How is the Guardian looking to face up to crises in our society today, which reflect the revolutionary mood of the Peterloo Massacre?

Answer 35

embrace as wide a range of progressive perspectives as possible. We will support policies and ideas, but we will not give uncritical backing to parties or individuals. We will also engage with and publish voices from the right. In an age of tumultuous change, nobody has a monopoly on good ideas.

Question 36

Why are people around the world increasingly moving to the Guardian

Answer 36

As trust in the media declines, people around the world are going to the Guardian’s website and app in greater numbers than ever before, because they are rigorous and fair. Today our priority is to ensure that “facts are sacred”. Their ownership structure means they are entirely independent and free from political and commercial influence.

Question 37

What is the average household income of a Guardian reader compared to the average UK person?

Answer 37

Guardian reader average: £40,800
average UK person: 38,000

Question 38

What language on the Guardian’s about us page makes them seem like they really care about their reader, making their mode of address more sophisticated?

Answer 38

‘Only our values determine the stories we choose to cover - relentlessly and courageously’ - this suggests they will go to any length to protect the reader and give them journalism that discovers the truth

Question 39

Who is the chief editor of the Guardian?

Answer 39

Katharine Viner

Question 40

What is The Guardian’s monthly digital readership?

Answer 40

21.1 m

Question 41

Which Prime Ministers did the Guardian heavily support and why?

Answer 41

Tony Blair because he was willing to confront real problems with his progressive and practical agenda. In 2010, they supported the Liberal Democrats and since then they have backed Labour and Corbyn

Question 42

What was the headline of the paper the day before and after the UK left the EU?

Answer 42

Day before: small island takes the biggest gamble in a generation

After: ‘The day we said goodbye’
This was reinforced was a caption saying ‘missing you already’ and a bulldog at the top of the paper looking sad and regretful

Question 43

What is an example of an anti-Conservative story in the Guardian?

Answer 43

Fury as PM tells Tories to back ‘bully’ Patel

Question 44

In 2020, how many digital subscribers did the Guardian gain?

Answer 44

The Guardian gained 268,000 new digital subscriptions and recurring contributions 2020 – that’s an increase of 43%, and a joining rate of one person every two minutes.