The Guardian's "total audience" strategy
By Larry Kilman, Thursday 17 January 2008 at 19:04 :: General :: #1115 :: rss
The Guardian in the United Kingdom has been exceptionally successful in using its on-line presence to reach new audiences and develop advertising opportunities. Its traffic has topped 18 million visitors per month, it is read by as many people overseas as it is at home (particularly in the US), and its overall weekly reach in the UK is 25 percent higher than it would be with newspaper sales alone.
How Guardian Unlimited uses "total audience research" to develop its readership and increase the appeal of its multimedia advertising packages will be examined at the 18th World Newspaper Advertising Conference & Expo, to be held in Budapest, Hungary, on 13 and 14 March next.
It isn't only about size. The Guardian knows much about the habits and lifestyles of its readers: how many of them plan to buy a car in the next year; how much champagne they consumer: what percentage of readers own I-Pods; how many own stocks and shares; how much they spend on computers; and much more, all of it compelling to advertisers.
Andre McGarrigle, Director of Research and Customer Insights for the Guardian, will make the conference presentation and explain how the Guardian collects, analyses and uses this information.
The conference, organised by the World Association of Newspapers and hosted by the Hungarian Newspaper Publishers Association, will gather publishers and advertising executives from around the world to assess new advertising opportunities.
For the evolving conference programme, click here.
Other confirmed speakers include: Maureen Duffy, CEO of the Newspaper Marketing Agency in the United Kingdom; Jean-Christophe Francet, Senior Project Manager & Deputy Head of Business Development for PubliGroupe in Switzerland; Christian Gartmann, Director of Media Partner Relations for Publicitas in Switzerland; Mort Goldstrom, Vice President for Advertising for the Newspaper Association of America; and Robert Ray, Marketing Director for the Newspaper Society in the United Kingdom.
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