The Guardian: Transition to the Online World

Abstract

The Guardian had been an early innovator in online newspapers and had not only become the leading U.K. newspaper web site, but was making strides with audiences outside of the U.K. However, The Guardian had been losing money since 2000, and, in spite of the relative success of the website, online revenue remained less than 20% of the newspaper's total revenue. What changes would The Guardian have to make to sustain its mission of being "the world's leading liberal voice in perpetuity?"

Learning Objective: To foster a discussion around the dynamics of decline and renewal and managing through uncertainty; how was one company able to successfully transition across very different business models?