View all newsletters
Sign up for our free email newsletters

Fighting for quality news media in the digital age.

Guardian says money from readers has overtaken advertising as it boasts 500,000 paying supporters

By Freddy Mayhew

Guardian News and Media claims that more than 300,000 readers are now paying it at least £5 a month as supporters and members.

Added to around 100,000 print subscribers and 100,000 digital app subscribers this means around 500,000 are now making regular payments to The Guardian and Observer publisher.

Editor Katharine Viner has said that revenue from readers now outweighs advertising income, hailing it a “significant step” as she continues to marshal a three-year plan to turn the title’s finances around.

Last year it reported cash outflow of £67.3m spent on keeping the business afloat.

Guardian News and Media also revealed today that it received more than 300,000 individual, one-off contributions over the past 12 months from readers in more than 140 countries, resulting in revenue of several million pounds.

In a comment piece on the new figures, Viner steered away from putting up an online paywall, in line with other quality broadsheets such as the Times and Financial Times. “Instead, we want to remain a strong, progressive force that is open for all,” she said.

The Guardian said its focus is on growing reader revenues, with the goal of getting publisher Guardian News & Media to break even at operating level by 2018/19.

Content from our partners
How PA Media is helping newspapers make the digital transition
Publishing on the open web is broken, how generative AI could help fix it
Impress: Regulation, arbitration and complaints resolution

The emphasis has now switched from a “membership” model to “supporters” who are asked to pay a minimum of £5 a month to help keep Guardian journalism free online. Membership has grown from 230,000 in July when the Guardian revealed its annual results.

Viner said advertising revenues “continue to decline” and that the likes of Facebook and Google were “dominating the digital ad space” while print advertising was also falling for most publications.

“Now more than ever, the world needs progressive journalism that is committed to facts,” she said.

“The most important relationship the Guardian has is with its readers, so we are encouraged and cheered by the hundreds of thousands of people supporting Guardian journalism.

“We must continue to earn our readers’ trust and support – which will be the bedrock of our future success and sustainability.”

David Pemsel, chief executive of Guardian Media Group, said: “Building deeper relationships with our readers has been a critical part of our three-year strategy and we are pleased with how this is progressing so far.

“We cannot be complacent, and we have much more to do.  Over the next two years we will continue to establish firm foundations which will secure the Guardian’s financial and editorial independence in perpetuity.”

Picture: Reuters/Suzanne Plunkett

Topics in this article :

Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog

Select and enter your email address Weekly insight into the big strategic issues affecting the future of the news industry. Essential reading for media leaders every Thursday. Your morning brew of news about the world of news from Press Gazette and elsewhere in the media. Sent at around 10am UK time. Our weekly does of strategic insight about the future of news media aimed at US readers. A fortnightly update from the front-line of news and advertising. Aimed at marketers and those involved in the advertising industry.
  • Business owner/co-owner
  • CEO
  • COO
  • CFO
  • CTO
  • Chairperson
  • Non-Exec Director
  • Other C-Suite
  • Managing Director
  • President/Partner
  • Senior Executive/SVP or Corporate VP or equivalent
  • Director or equivalent
  • Group or Senior Manager
  • Head of Department/Function
  • Manager
  • Non-manager
  • Retired
  • Other
Visit our privacy Policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thanks for subscribing.

Websites in our network