The Guardian Newspaper Study Guide

Introduction

• Founded: 1821
• Tradition: British daily newspaper with a liberal perspective
• Purpose: Delivers investigative journalism, quality reporting free from political/commercial influence
• Focus: Progressive stance on contemporary issues, unique ownership structure, and profitability challenges

Demographics

• Readership (2021):
  • 3.2m monthly print
  • 18.4m monthly digital
  • 113m unique browsers globally
• Gender & Age:
  • 10.2m male readers
  • 9.4m female readers
  • 13.3m over 35 years old
  • 6.5m under 35 years old
• Social Grades: Appeals across all social grades
  • 6.9m in AB (higher/intermediate positions)
  • 5.9m in skilled manual/unskilled occupations
• Education: 40% of UK readers have university degrees

The Guardian Reader

• Political Ideology: Left-wing, liberal, promotes individual rights with government intervention on social issues
• Content Focus: Social injustice, climate change, COVID-19 investigations
• Audience Values: Progressive, innovative, and desire for change
• Trust: Most trusted news brand in UK (OfCom research)

The Guardian's Politics

• Political Lean: Mainstream left of British politics (quality press)
• Election Support:
  • Supported Tony Blair (Labour) 1994, Liberal Democrats 2010, Labour 2015-2019
• Brexit Stance: Pro-EU, regret over Brexit decision

Analyse the Paper

• Content Framing: Codes and conventions, mode of address, and liberal ideology
• Agenda Setting: Influence over public values vs. meeting audience ideologies

Uses and Gratification Theory

• Purpose of Media Use: Diversion, personal relationships, personal identity, and surveillance
• Guardian’s Role:
  • Informing readers
  • Reinforcing personal identity and values
  • Facilitating social interaction

Ownership Structure

• Operator: Guardian Media Group (GMG)
• Parent Company: Scott Trust Limited
• Ownership History:
  • Originally a trust in 1936
  • Reformed to avoid taxes (1948)
  • Became a limited company in 2008

Newspaper Funding

• Revenue Sources:
  • 1.5m financial supporters (2020)
  • Digital subscriptions (ad-free access)
  • Patron contributions
  • Advertising
• Advertorials and Partnerships: Guardian Labs

Decline in the Newspaper Industry

• Challenges: Decline in physical sales
• Financial Management:
  • Sold stakes in Auto Trader
  • Sold regional media outputs and GMG Radio
• Financial Performance:
  • Revenue increase by 0.9% (2020/21)
  • Scott Trust endowment and cash holdings increase

Essay Questions

1. Interrelation of print journalism and economic contexts
2. Impact of economic contexts on distribution and circulation
3. Influence of regulators on newspaper outputs
4. Newspaper ownership as corporate public relations investment
5. Audience positioning in accepting values/ideologies
6. Matching messages to audience interests
7. Significance of technological changes in the newspaper industry

These notes provide a comprehensive overview of "The Guardian Newspaper" study guide, covering its historical background, reader demographics, political leanings, ownership structure, and financial strategies, along with the challenges faced by the newspaper industry.