How The Guardian is expanding its commercial footprint — with Imogen Fox

This episode was produced in partnership with The Guardian.

Last month, The Guardian promoted its chief advertising officer, Imogen Fox, to a new global role to drive commercial growth not only in the UK, but also in markets like the US and Australia, where the news outlet has seen a substantial influx of new readers.

"We're growing," Fox told senior reporter Jack Benjamin. "I'm not sure that message has translated yet to the advertising community and I think that's where there's a huge opportunity."

In the US, she noted, The Guardian already has larger readership than The Washington Post, the Daily Mail and Bloomberg.

In a special partner episode of The Media Leader Podcast, Fox joined Benjamin to discuss her new remit and reveal how The Guardian is innovating its ad offering to give advertisers new opportunities to access the title's "scale, influence and integrity".

Fox also reflected on the importance of supporting journalism, the senselessness of keyword-blocklist practices and how The Guardian offers an effective media environment to drive business growth.

She continued: "The Guardian is really needed in all of these regions. It's needed by readers, it's needed by democracy. In terms of what that means for advertisers, it means that there are lots of places where they can show up."

Highlights

00:49: Moving from editorial to commercial at The Guardian and Fox's priorities with her expanded remit

6:34: The Guardian's commercial ethos: scale, influence and integrity

12:13: How The Guardian is innovating its "fewer, better" ad experience and building new verticals

22:30: The Guardian's progressive audience and what it means for brands

25:05: Why premium publishers shouldn't be lumped in with all online advertising

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Thanks to our production partners Trisonic for editing this episode.

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