Marketing
Last decade, The Guardian like most other newspapers tried to increase sales with giveaways, particularly audiobooks and cds. There is still evidence of traditional marketing and advertising through the recent Three Little Pigs tv adverts (2012) which stressed digital content. (web/print/tablet/mobile) The advert stressed the interactivity of the site through audience twitter comments on the stories and has gained over 2 million views on Youtube. The recent ‘Own The Weekend’ campaign stressed the benefits of buying The Guardian and Observer’s print weekend versions. This is interesting as it suggests a marketing shift to immediate online news with print versions offering commentary on the week’s events rather than a focus on advertising a daily printed newspaper.
The editor of The Mail recently commented on the need for content on Facebook and other SNSs in order to create traffic to the website. The Guardian’s open platform policy encourages their content being available on different platforms in order to encourage traffic back to the main site. The Guardian had its own facebook app which was downloaded 6 million times and also encourages more readers through its chief writers’ popularity on sites like twitter (Charlie Brooker has 700,000 followers). The Guardian also features news stories, and Guardian news has 600,000 followers. Traffic arrives at Guardian.co.uk through google searches on news stories as well as from othersites through their RSS feeds.
Guardian news and stories are also distributed through SNS which helps to market the brand name of the newspaper and create traffic. The Youtube page has over 200,000 subscribers and includes over 6000 Guardian videos that have been uploaded as part of its move towards multimedia.
The Guardian’s political stance, as one of the very few left leaning newspapers with a liberal history is also used as part of its marketing strategy. Its heritage as a respected newspaper over a century old with a history of groundbreaking investigative journalism such as its recent expose of phone hacking.
Innovation has helped generate traffic for the site. The Guardian hosted a series of Ricky Gervais podcasts which became the most downloaded in history, averaging ¼ million downloads per podcast from their site.
Marketing
What was significant about the image of The Guardian created by the Three Little Pigs and Own the Weekend campaigns?.
Give examples of how SNS have increased traffic to The Guardian.
How has innovation led to new marketing possibilities?
Who are the main Guardian journalists and how do they create online traffic?
The editor of The Mail recently commented on the need for content on Facebook and other SNSs in order to create traffic to the website. The Guardian’s open platform policy encourages their content being available on different platforms in order to encourage traffic back to the main site. The Guardian had its own facebook app which was downloaded 6 million times and also encourages more readers through its chief writers’ popularity on sites like twitter (Charlie Brooker has 700,000 followers). The Guardian also features news stories, and Guardian news has 600,000 followers. Traffic arrives at Guardian.co.uk through google searches on news stories as well as from othersites through their RSS feeds.
Guardian news and stories are also distributed through SNS which helps to market the brand name of the newspaper and create traffic. The Youtube page has over 200,000 subscribers and includes over 6000 Guardian videos that have been uploaded as part of its move towards multimedia.
The Guardian’s political stance, as one of the very few left leaning newspapers with a liberal history is also used as part of its marketing strategy. Its heritage as a respected newspaper over a century old with a history of groundbreaking investigative journalism such as its recent expose of phone hacking.
Innovation has helped generate traffic for the site. The Guardian hosted a series of Ricky Gervais podcasts which became the most downloaded in history, averaging ¼ million downloads per podcast from their site.
Marketing
What was significant about the image of The Guardian created by the Three Little Pigs and Own the Weekend campaigns?.
Give examples of how SNS have increased traffic to The Guardian.
How has innovation led to new marketing possibilities?
Who are the main Guardian journalists and how do they create online traffic?