How publishers can sell online advertising in an awful market
Dec 13, 2023
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The podcast discusses the challenges faced by publishers in the online advertising market, including coping strategies and tactics. It also explores the Guardian's growth in the US market and their mission. The speakers analyze the impact of partnerships and address brand safety concerns. Strategies for selling online advertising in a challenging market, such as lower barriers of entry and programmatic advertising, are also explored.
Diversifying revenue sources, such as membership schemes, helps publishers offset the decline in ad revenue.
Partnering with companies in high-interest sectors, like the travel industry, allows publishers to capitalize on reader engagement and generate advertising opportunities.
Deep dives
Coping strategies for publishers in an online advertising downturn
The podcast episode explores the challenges faced by publishers in the online advertising market, particularly in the US. Despite overall market growth, publishers have experienced a decline in online advertising revenue, posing a significant threat to news on the open web. The guest speaker, Luis Romelo, the head of advertising for Guardian US, discusses the tactics and tips employed by the Guardian to navigate these challenges. Romelo emphasizes the importance of having diversified revenue sources, such as membership schemes, to offset the impact of declining ad revenue. He also highlights the significance of direct conversations with clients, lowering barriers of entry for advertising, and providing research studies to showcase the effectiveness of advertising in news environments.
The Guardian's approach to expanding into the travel industry
The Guardian US has recently ventured into the travel industry due to the high reader interest and engagement with travel-related content. Romelo explains that over 80% of Guardian readers have passports, and a significant number of them are likely to travel abroad. This increased readership in the travel sector has allowed the Guardian to partner with airlines, tourism boards, and other travel-related businesses for advertising opportunities. Romelo also mentions the Guardian's plans for expanding their editorial content in the travel space, including dedicated travel newsletters and travel-centric coverage of topics like ethical restaurants. The Guardian's aim is to capitalize on the growing interest in travel and provide valuable content to their readers while partnering with companies that align with their values.
The unique position of the Guardian US in the advertising landscape
Romelo discusses the position of the Guardian US in the advertising market as a challenger brand. He highlights the importance of educating advertisers about the Guardian's unique brand, independent journalism, and its mission to provide well-researched articles and a global perspective. Romelo acknowledges the challenges posed by brand safety concerns, where some advertisers hesitate to advertise alongside news content. He emphasizes the need to have direct conversations with clients to address these concerns and explain the value of advertising in trusted news environments. Romelo also mentions the Guardian's financing model, which includes the Scott Trust Fund and reader donations, providing a more sustainable revenue base beyond advertising. He concludes by urging advertisers to shift their budget away from less trustworthy platforms and redirect it to reputable news organizations like the Guardian.
Guardian US senior vice president for advertising Luis Romero talks to Press Gazette about what it is like to sell in the toughest ad market since 2008.
He also shares some tactics and strategies the Guardian is deploying to persuade more brands to spend money on reaching its 40m US readers per month.
His pitch is a simply one - stop supporting the dark corners of the internet on tech platforms and instead help fund a news business which is shining light on the world's most important issues.
