The Guardian is bringing its product recommendation site, The Filter, stateside – a year after its U.K. launch – as it looks to push harder into commerce revenue.
The move reflects the publisher’s goal to grow commerce into a bigger slice of its revenue pie, alongside ads and membership donations. Digital reader revenue grew nearly 22% to £107.3 million in its fiscal year ending in March 2025. Digital advertising revenue grew about 3% from £62 million to £64 million, according to its latest earnings.
The Filter’s U.S. launch puts the publisher up against established competitors like The New York Times’ Wirecutter and New York Magazine’s The Strategist. The Guardian plans to differentiate itself by trying to turn its editorial values into a commerce advantage and lean hard into ethical consumption and sustainability, according to Nick Mokey, the newly appointed editor of Filter US.
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