Beyond Ad Blocking: Some thoughts from the Guardian

Leading independent, liberal voice in America

38-40 million uniques

Average age 34

59% millennial

Introducing the Guardian

Audience >50%

Commercial revenue >80%

Ad blocking appx 8%

Our growth

“If I didn’t work for the Guardian, I would block ads,” said Guardian US CEO Eamonn Store. He’s fed up with the poor-quality ads that slip through on the Guardian and other trusted sites.

My confession…

The same reason I watched the

Golden Globes with a 30min delay

The same reason I watch TV on demand

The same reason I subscribe to Netflix

Why?

Because the ad world hasn’t lived up to its promises… (yet)

Why?

The proof…

Positive Negative

Short-term $$$ - Invasive - Irrelevant

- Slow

- Reputation damaging

- Difficult to screen

The impact of bad ads

And at a deeper (darker) level…

From a tactical / practical point of view: 1.  Empathy vs. alienation

2.  Proactive education of our audience and industry

3.  Diversify our risk

5 things we need to do

Continue contextualizing the issue with, and talking to, our audience (asking not ordering)

1. Empathy vs. alienation

On how our journalism is funded and how it benefits society

2. Educate our audience

Building an adaptive ecosystem

3. Diversify our risk

More fundamentally: 4. Reinforce our reason for being and our role 5. Evolve our business model around our values

5 things we need to do

Reinforcing our role in society

4. Reason for being

Duty and Public Service

Courage

Integrity Openness

Honesty & Fairness

Re-iterating our values

4. Reason for being

Are we really the same? (And do we practice what we preach?)

4. Reason for being

Commercial Model

Values

Values

VC/Equity Shareholders

Proprietors

Vs.

Purpose Profit

Our values drive our behavior – Humans trump algorithms

4. Reason for being

Our values drive our behavior – The human craft of journalism has never been more important

4. Reason for being

Our commercial model needs to respect the craft

Traffic / Reach Engagement Trust & Loyalty

Influence

Viewability

Ad Blocking

Last year Now Now+ Near Future

5. Evolving our business model

Business planning beyond ad revenue

Commercial Partnerships

Ad Revenue & Content

Partnerships Philanthropy Membership IP

5. Evolving our business model

And if we get it wrong…

Thanks for listening