Partnerships Guardian Richard J Thompson.pptx

Partnerships with Guardian News & Media Ltd.Richard ThompsonStrategic Marketing Partnerships

Guardian News & Media Ltd

72m unique usersEst. 1999Monday to Saturday

1.1m readershipEst. 1821Monday to Saturday

1m readershipEst. 1791Oldest Sunday newspaper

m. & iiOS app14m unique usersEst . 2008

Marketing Partnerships

AffinityMedia Strategic Content

It’s always about the audience

Audience

The Guardian actively targets a ‘Progressives’ audience

They are forward-looking individuals who are curious about the world and embrace change and technology.

At GNM our aim is to grow our 'Progressive' audience through open journalism and product innovation.

Why Progressives?

Role of partnerships

Growth• Finding relevant audience for our content• Typically brand partnerships

Engagement• Time• Participation• Registration

Retention of customers• Loyalty drivers• Data

Editorial relevance• Brand Trust

Partnerships – what we look forNews ‘hook’ or zeitgeistEditorial accessExclusive content • Announcements• Interviews• Videos / Galleries / Interactives

Live Stream Video• Performance• Behind the scenes

Events that allow journalists to get closer to our audienceTicket offers and valueable competitionsBrand presence

How are media partnerships managed on a day to day basis

Partnership TeamEditorial LiaisonBrand marketingAdvertising schedules and ad teamPR teamEvent organisersDates and timings

EditorialAnnouncements from PR teams (after agreement)

Day to day from Media PartnerMarcomms plan for project

Access to talent for interviews / features etc

Actively working to ensure access to talent / exclusive interviews exclusive content such as video etc.

Social collaboration

Exclusives and first offers for content.

Artwork and accreditation sent for sign off

What works well

Editorial access + Exclusive content + Audience engagement + Audience offers and ticketing+ ad spend?... we always hope

Southbank’s Rest is Noise GlastonburyBritish Museum - Afghanistan exhibition

Working with editorial

EditorialAdditional level of complexity More stakeholders to buy into partnershipsProtect independenceAdd curation and context when involved from beginningUnderstand importance of commercial partnershipsAll marketing partnerships have editorial champion or stakeholderContent written by editorial Multimedia coverage is always a bonus

Brand trustTechnology partner is solidContent and quality

When to get in touch

Major activity or event 12 months (Glastonbury level)

Medium activity 3-4 months (Exhibition sponsorship etc)

Small partnerships 1-2 months (editorial led)