A resource for news innovators powered by American Press Institute
Complexity: Beginner
Article Complexity Bar Graph

How The Guardian built a consumer revenue engine

The Guardian has transformed from teetering on financial oblivion to generating more revenue from readers than advertising.

Follow the evolution of The Guardian’s “known” strategy, of turning readers into members. Consider, particularly, their epic story of why readers should support The Guardian and how they’ve worked to refine it in light of the “triggers” that lead readers to contribute.