1.
Beyond Ad Blocking: Some thoughts from the Guardian

2.
Leading independent, liberal voice in America
38-40 million uniques
Average age 34
59% millennial
Introducing the Guardian

3.
Audience >50%
Commercial revenue >80%
Ad blocking appx 8%
Our growth

4.
“If I didn’t work for the Guardian, I would block ads,” said Guardian US
CEO Eamonn Store.
He’s fed up with the poor-quality ads that slip through on the Guardian
and other trusted sites.
My confession…

5.
The same reason I
watched the
Golden Globes with a
30min delay
The same reason I watch
TV on demand
The same reason I
subscribe to Netflix
Why?

6.
Because the ad world hasn’t lived up to its promises… (yet)
Why?

7.
The proof…

8.
Positive Negative
Short-term $$$ - Invasive
- Irrelevant
- Slow
- Reputation damaging
- Difficult to screen
The impact of bad ads

9.
And at a deeper (darker) level…

10.
From a tactical / practical point of view:
1. Empathy vs. alienation
2. Proactive education of our audience and industry
3. Diversify our risk
5 things we need to do

11.
Continue contextualizing the issue with, and talking to, our audience (asking not ordering)
1. Empathy vs. alienation

12.
On how our journalism is funded and how it benefits society
2. Educate our audience

13.
Building an adaptive ecosystem
3. Diversify our risk

14.
More fundamentally:
4. Reinforce our reason for being and our role
5. Evolve our business model around our values
5 things we need to do

15.
Reinforcing our role in society
4. Reason for being

16.
Duty and Public Service
Courage
IntegrityOpenness
Honesty & Fairness
Re-iterating our values
4. Reason for being

17.
Are we really the same? (And do we practice what we preach?)
4. Reason for being
Commercial Model
Values
Values
VC/Equity
Shareholders
Proprietors
Vs.
Purpose Profit

18.
Our values drive our behavior – Humans trump algorithms
4. Reason for being

19.
Our values drive our behavior – The human craft of journalism has never been more important
4. Reason for being

20.
Our commercial model needs to respect the craft
Traffic / Reach Engagement
Trust &
Loyalty
Influence
Viewability
Ad Blocking
Last year Now Now+ Near Future
5. Evolving our business model

21.
Business planning beyond ad revenue
Commercial
Partnerships
Ad Revenue &
Content
Partnerships
Philanthropy MembershipIP
5. Evolving our business model

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And if we get it wrong…

23.
Thanks for listening