Media Lens - Rebranding The Conquistadors As Social Justice Warriors – The Guardian, Corporate Sponsorship and ‘Branded Content’: Like most newspapers, the Guardian is struggling financially and is desperately worried about a dwindling stream of advertising revenue. The paper's declared intent of becoming 'the world's leading liberal voice', with rapid expansion in the US and Australia, has backfired, leading to the need for significant cuts including likely job losses.
As a result, the paper is heading ever deeper into the murky world of 'branded content' to raise much-needed funds from corporate advertisers. This is overseen by the pseudoscientific-sounding 'Guardian Labs', a division of Guardian News & Media which was launched in 2014. Guardian Labs currently brings in 16% of the newspaper group's revenue. But it is expected to 'make a far, far greater contribution' over the next three years.
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