What have the guardian ever done for us
by Michael Brunton-Spall
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What have the guardian ever done for us
What have the guardian ever done for us
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Cinsights Trends
Curated by editors
There are three access tiers designed to cater for different types of partners and their level of interest and resources.
The first is Headlines – where the partner simply takes our headlines and is welcome to keep the associated revenue from the page.
The second is Standard – where the partner takes our full content with an advert, of which we keep the revenue.
And finally there is Bespoke – where partners take and reformat our content for which there can be a combination of revenue models including in some cases, revenue share. It is this tier which we expect to be of most interest to the people in this room – and a great example of the potential is captures by the Enjoy England Case Study. Which I will now pass over to David Fisher to explain.
But we believe there are principles on how we base the relationship with our partners, that will help us navigate the space.
1. Core
There will be core initiatives that we want to closely control, and officially brand. For example, our i-Phone app was a core proposition for our brand. It was delivered via partners, 2Ergo, but to our exact specifications in a traditional commission based partnership.
2. Niche
There will then be Niche applications, where the Guardian brand may not be at the centre of the experience. Likely to be around topical subjects such as a festival or sporting event, or simply around our more commercial content such as Travel and Arts. There would probably be elements of guardian branding, but in some cases a “powered by” accreditation alongside the other partner brand.
According to the nature of the relationship, we may be able to offer revenue share agreements around ad revenue or downloads.
3. Open
And at the bottom of the pyramid, the Guardian brand will have the lightest touch, as we openly encourage partners to experiment and innovate.
To cope with this at a large scale, partners will have little direct contact with us at first, and in the short term automated ad revenue will be the available revenue stream.