How the Guardian finally started making a profit, in three steps.
With a functionally infinite supply of free news available, the relationship your reader has to you has to be a lot more like the one public radio listeners have with their favorite station. They’re not buying access; they’re supporting a cause.
I’d also add that the Guardian has one major advantage over almost every other publisher in the world. They uniquely decided not to go down the rabbit hole of autoplaying videos, pop-up adverts, and other infuriating ways of getting in the way of what the readers actually came for.
This week I visited the Scotsman website, and one of the ads inserted a nasty redirect that my browser told me was taking me to an untrustworthy site. There are lots of news sites that I simply can’t trust for this reason. The Guardian is one I can still trust.