Who owns the guardian?
The guardian is operated by the guardian media group (GMG) which also owns The Observer.
The parent company is Scott Trust limited which was created in 1936 to secure the financial and editorial independence of the guardian, however it was dissolved in 1948 to avoid more death taxes.
The trust was then replaced by the limited company to respond effectively to the rapidly changing media landscape, in 2008. It was drafted to make sure that no one could personally benefit from dividends so that the paper could remain faithful to its liberal roots.
Demographics
2021 data from PAMCo says the guardian had a 3.2m monthly print and an 18.4m monthly digital readership. The guardian also reached an average of 113m unique browsers around the world each month.
Further data shows that more males reading the paper each month, 10.2m males compared to only 9.4m females across numerous platforms. Data also showed that more 35+ people read the paper than under 35.
The data further shows that higher class/more income earning people read the paper compared to others.
The reader
Most guardian readers are often described as left-wing and have a liberal point of view.
The guardian’s target audience is modern and progressive people.
A poll had found that guardian readers hold a progressive view and are motivated by new ideas and innovation, they also have a strong desire to change.
A typical guardian reader is labelled as an activator from SBI’s list of UK consumer groups because they are the most open to new ideas and are at the forefront of innovation.
Guardian Politics
The guardian is part of the quality press, this is a group of national papers which focuses on hard news.
The guardian often promotes the ideologies of the mainstream left of British Politics.
It had declared its support from the liberal democrats in 2010 general election.
The guardian had a liberal perspective which appeals to its progressive consumers.
Newspaper funding
A double page spread in the guardian costs £32.400 and a billboard at the top of the screen or MPU would cost an ad agency around £46.000 a day.
The guardian relies on revenue from its global readership.
Any profit made from their sources of revenue is reinvested in journalism.
The decline in the newspaper industry
In 2012 the guardian lost £100,00 per day, to underwrite the newspapers loses, Scott Trust sold 49.9% of its stake into auto trader to venture capital firm in 2007 and then the remaining 50.1% to the same company in 2014.
They also sold its regional media output to a competitor in 2010 and GMG radio subsidiary in 2012.
In 2020/2021 the GMG increased their revenue by 0.9% to £225.5m.
The total values of the Scott Trust endowment fund and other cash holdings also increased to £1,148.5m from £954m the previous year.