Tag Archives: The Guardian

Lessons on adapting to change in the age of disruption

Disruption by Tsahi Levent Levi Flickr“The future is here, it’s just unevenly distributed”

That quote is from an unlikely source, a science fiction writer named William Gibson, but I think it aptly captures where we find ourselves today.

The never ending, furious pace of change and disruption that digital and technology has brought about is testing every corner of the marketing fraternity. Media agencies like my own pride themselves on adapting to a changing landscape; over the last decade launching and evolving capabilities in PPC, SEO, programmatic, data analytics, mobile and social to mention but a few. Read More »

Mos Def Guantanamo force-feeding from Guardian turns into viral ad for Reprieve

Mos Def force-fed in an ad by The GuardianTopping this week’s viral ad chart is an ad for Grand Theft Auto V – the latest from a gaming franchise that brought you stealing cars, beating up prostitutes and shooting police officers in a nice, safe virtual environment that grows evermore high in definition.

A little further down the chart, though, is a four-minute film created by The Guardian that takes some of the shine away of the plane-piloting, fast-car-driving thrills promised just two positions above.

Yasiin Bey – also known as rap and Hollywood star, Mos Def – leads the film, created for Reprieve, a human rights for prisoners charity.

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The Guardian celebrates reaching one million Twitter followers

The Guardian celebrates passing the one million Twitter follower milestoneNice idea here from the Guardian to celebrate reaching the Twitter  milestone of one million followers. To mark the occasion it wants to find out more about its followers and where they are tweeting from.

It is asking @Guardian followers to share their view by taking a picture of where they are tweeting from and tweet the picture to @Guardian with the hashtag #1msides – apparently a “selfie” is also acceptable if you’re that way inclined.

It has been promoting the occasion with a Promoted Tweet, which the paper has employed a number of times to date. Read More »

Why the Guardian will eventually have to put up a paywall [part II]

I thought this was a timely moment to repost this piece from the summer where I argued that “the Guardian will eventually have to put up a paywall”.

The case then appeared pretty strong, at least to me, and it seems even stronger now. These past couple of weeks have seen a flurry of paywall announcements both in the US and in the UK. This week alone has been a hugely significant one for UK newspaper with both The Sun saying it will put up a paywall in August and the Telegraph announcing its own plans. Read More »

Guardian reports record mobile traffic — its site is too good for iPad sales to rise

No surprise if you ask me that the Guardian’s mobile website has attracted record levels of traffic with 17.2 million monthly unique browsers last month.

The latest ABC digital audit shows that February 2013 was a record month for the Guardian’s mobile site, attracting its highest ever level of traffic. The figures for February are up 7.9% month-on-month and 44.7% year-on-year. That beats the previous record of 17 million set back in April 2012.

At the same time though the paid for iPad app for the Guardian & Observer sits at somewhere over 23,000 subscriptions, which is a far cry from the 280,000 active iPad users the Guardian had last June before it began charging. If you recall when first launched Channel 4 sponsored the Guardian iPad app for six months making it free to access. Read More »

Times paywall drastically hits reach as it sinks below Indy and Standard

The Times: articles the paper are not shared around social media networks as they are locked behind a paywall.The Times has seen its readership fall way below that of its rivals, according to the latest National Readership Survey’s PADD report covering January to December 2012.

The survey found that The Times is now read by fewer people than any other general quality newspaper brand. It has a combined print and digital readership of 5,506,000. That puts it along way behind the The Guardian, Telegraph and even the Independent and the London Evening Standard.

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USA Today leads British papers when it comes to Twitter

Examples of Twitter bylines in USA TodayUSA Today underwent a major 30th anniversary redesign late last year and one of the things it introduced was Twitter bylines for staff.

It is still one of the very few papers to user Twitter bylines and I’m always really surprised that other papers haven’t followed suit. Read More »

Telegraph to cut 80 jobs and create 50 new digital posts in restructure

Daily Telegraph to create 50 digital jobs as 80 are cutThe Telegraph Group is to cut as many as 80 jobs and create 50 new digital ones as part of a major restructure at the paper.

The changes mean a full merger of the Daily and Sunday Telegraph into a seven-day operation.

Chief executive, Murdoch MacLennan, has described the revamp as “a root-and-branch change in the way we function”. He said to that end the Telegraph would be “merged into one unified operation, serving digital and print products on a 24/7 basis”.  Read More »

Mail Online is like “journalism crack” says editor Martin Clarke

Martin Clarke, publisher of Mail Online, has described the Daily Mail’s all-conquering website as the “crack cocaine” of journalism.

In an interview with the Financial Times, Clarke said people are addicted to it as he talked about the success of the paper that has beaten The New York Times and The Guardian to become the world’s biggest newspaper online. Read More »

“Adapt or die” – The Mail, Independent, Newsworks and Expedia on tablet take-up

Guy Zitter, group managing director, Mail Newspapers

Tablets are not killing newspapers, they’re offering a lifeline to the revitalisation and rebirth of ‘news brands’ beyond the dreaded paywall, say the experts. Assembled at Newsworks’ Tablet Summit, representatives from the likes of Guardian Media Group, Mail Newspapers, The Independent, Expedia and News International gave their take on the future of the newspaper industry as tablet take-up rockets. Guy Zitter group managing director at the Mail put it starkly. He said it was a case of ”Adapt or die”.

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