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Guardian to use digital strategy to double its audience

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By The Drum Team, Editorial

July 21, 2011 | 2 min read

Guardian News and Media has announced that it is launching an ambitious video and audio content development programme in a bid to more than double its online audience.

According to New Media Age, Guardian has set up a 30-strong multimedia team under former Guardian Media Group strategy chief, Steve Folwell, to create digital commercial and product development resources across the business.

The news follows Guardian News and Media’s announcement of its ‘Digital First’ strategy, announced last month. The company has identified an additional potential audience of 7 million that it could tap into, more than doubling its current figure of 3 million.

“Multimedia means different things to different people,” Folwell told NMA.

“In our case it means we want to be on any platform, at any given time, telling our audiences stories in the best possible way for that platform. But it also means interaction between data, video and audio, enlarging our existing audience and enhancing our storytelling through news, investigation, music and arts.”

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