By 2005, they were breaking even on digital
By 2010, 28% of revenue came from digital
The Guardian's editor in chief was ready to admit a few years ago that "in 20 years time, we won
Digital media's reach is better, you can give your audience what they want in a timely manner, and you can communicate with your audience much easier
Journalism is going to come from a technological base in the future
In early 2000s, journalists weren't paying enough attention to technology
Google to Emily Bell: "You journalists aren't doing so well because you aren't being responsive to your advertisers"
Print journalists at the time thought that digital platforms weren't their business
The key driver for journalism is to get it in front of as many people as possible--and the web is one way to do that
The biggest problem for journalism is not revenue but relevance
problem with journalism is being relevant to audience, not exclusively monetary.
Commercial radio was going for 20 years before it became profitable
The printing press was running for 150 years before anyone saw a penny
relevance is a product that you can then sell
So it may take some time and energy for digital media to turn a profit
a white board is the best piece of technology
9/11 changed journalism on the web
it was the moment when linear storytelling just "didn't do it"
9/11 was the moment that changed journo on the web
Everybody wanted information that was unmediated, from many sources, and they wanted to talk about it together
Guardian Unlimited had an unmoderated chat board
everybody wanted instant, unmoderated information. guardian.co.uk was one of the few who had that.
So in 2001 they were publishing things from many different people that they didn't even employ--so the curatorial function of journalism was out the window
But the result was an AUDIENCE
wait. there was a time that online news existed before SEO.
Emily Bell: "The Guardian invented Liveblogging" with over by over cricket coverage
thanks for the shout-out Emily! thumbs are indeed melting.
In response to the Huffington Post, they put their highest paid, most respected journalists on a platform where anyone could comment on, and everyone can see it
Emily Bell ensured that beyond the day to day news coverage, the Guardian was always experimenting with technology
Podcasts, embedded video, crowdsourcing
Crowdsourcing: very tough institutionally to cede control to your users, but the result is vibrant conversations and content
crowd sourcing is the hardest thing to do editorially, as you are cedeing control of content to the anonymous masses.
The Guardian Online had targets for growth, and they always had their eye on the metrics