How The Guardian is expanding its commercial footprint — with Imogen Fox
The Media Leader Podcast | Partner Content
Last month, The Guardian promoted its chief advertising officer, Imogen Fox, to a new global role to drive commercial growth not only in the UK, but also in markets like the US and Australia, where the news outlet has seen a substantial influx of new readers.
“We’re growing,” Fox told senior reporter Jack Benjamin. “I’m not sure that message has translated yet to the advertising community and I think that’s where there’s a huge opportunity.”
In the US, she noted, The Guardian already has larger readership than The Wall Street Journal, the Daily Mail and Bloomberg.
In a special partner episode of The Media Leader Podcast, Fox joined Benjamin to discuss her new remit and reveal how The Guardian is innovating its ad offering to give advertisers new opportunities to access the outlet’s “scale, influence and integrity”.
Fox also reflected on the importance of supporting journalism, the senselessness of keyword-blocklist practices and how The Guardian offers an effective media environment to drive business growth.
She continued: “The Guardian is really needed in all of these regions. It’s needed by readers, it’s needed by democracy. In terms of what that means for advertisers, it means that there are lots of places where they can show up.”
Listen now by hitting the play button or use the appropriate entry point into Spotify, Apple or Google Podcasts:
Thanks to our production partners Trisonic for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
Highlights
00:49: Moving from editorial to commercial at The Guardian and Fox’s priorities with her expanded remit
6:34: The Guardian‘s commercial ethos: scale, influence and integrity
12:13: How The Guardian is innovating its “fewer, better” ad experience and building new verticals
22:30: The Guardian‘s progressive audience and what it means for brands
25:05: Why premium publishers shouldn’t be lumped in with all online advertising
Related articles
Guardian moves into more subscription content with cooking app
From skibidi to pebbling: Making sense of culture and why it matters
‘Advertisers nowhere to be seen’ despite election traffic high, warns The Guardian
Scott Trust and Guardian Media Group approve Observer sale to Tortoise
The Guardian US appoints Sara Badler as new Chief Advertising Officer
Latest episodes
This article has been edited after publication. A prior version of the article stated, as Fox notes in the podcast, that The Guardian has a larger readership in the US than The Washington Post. In fact, The Guardian has a larger audience in the US than The Wall Street Journal, not the Post, though it does have a larger audience than the Post globally.