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GMG’s David Pemsel: Membership will make up a third of the Guardian’s revenue within three years

Mar 10, 2016
Events

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By Chris Sutcliffe, The Media Briefing

The Guardian has not been agile enough to respond to the challenges faced by the publishing industry over the past few years, according to Guardian Media Group CEO David Pemsel.

Speaking at Digital Media Strategies 2016, Pemsel said that an overly narrow focus on the “big number” of its global audience masked some of the strategic issues that the Guardian was facing:
“I think all those big numbers are a proof point about how fast and innovative we’ve been in getting to digital [but] monetising anonymous reach is essentially over. To be able to parade around and say ‘we’re big’ is not good enough. We want to convert our anonymous reach into a known audience.”

That conversion of its unknown audience to a known one is a “massive opportunity”, based around a refinement and reinvention of The Guardian’s membership scheme, which Pemsel believes could make up one third of the Guardian’s overall revenue within three years.

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