How the fear of censorship in the United States has Led to a Pivot in Advertising for Media Conglomerates
How the Fear of Censorship in the United States has Led to a Pivot in Advertising for Media Conglomerates
By Eliza Hodges
Illustration by Catharine Yoder
Two weeks ago, on September 17th, Jimmy Kimmel, a well-known late-night host and comedian, was taken off the air due to perceived controversial political commentary. With this suspension came immediate fear among American audiences that their constitutional right to freedom of speech was being encroached upon. The subsequent pushback from politicians, fellow celebrities, and the nation ultimately led to Kimmel's suspension ending on September 22nd. The power of the people and their desire for the truth managed to push back against a major corporation, attempting what some may argue was censorship. Since then, widespread international conversations have ensued about the state of the media and journalism in the United States. On the same day that Kimmel was reinstated, one global brand in particular began to advertise its truth.
That brand? The Guardian.
For those who are not familiar, The Guardian is a British daily newspaper that was founded in Manchester, England, in 1821. Today, it has spread into a globally renowned news organization. The Guardian is known for its agenda-setting investigations, progressive political stances and takes, as well as its quality journalism. In fact, in an MORI research poll to discover the public’s trust of specific online titles, conducted in September of 2018, The Guardian scored the highest for digital-content news, with 84% of readers stating that they trust what they read in The Guardian. The content within The Guardian ranges across politics, environmental issues, science, social justice, sports, and culture.
Additionally, they offer print, digital products, podcasts, infographics, and email newsletters as forms of media. Today, the outlet is over 50% reader-funded. However, there are concerns with political bias in the writing, because much of what The Guardian aligns with is similar to American Liberal ideals.
The Scott Trust, a charitable foundation, is the owner, ultimately allowing the outlet to operate free from commercial or political interference. The outlet is independent. That being said, the media outlet has established international online presences, such as The Guardian US and The Guardian Australia, to maintain a global organization. The span of influence of The Guardian is vast, and the outlet has recently made a pivot to push more into the American market with its first major US ad campaign.
The slogan of their campaign is ‘journalism that is global, independent and free’. Their tagline? ‘The whole picture.
This campaign will run in New York City for four weeks, making appearances in the subway system, on high-impact billboards in Manhattan, and in many major US podcasts. Specifically, the ads will be concentrated in Outfront’s MTA subway advertising network – on lines 2, 3, 4, 5, 7, E, F, G, R, L, J, M. It will appear on digital billboards within Moynihan Train Hall at Penn Station, opposite Madison Square Garden on Seventh Avenue, and in paid audio ads on The Vox Media Podcast Network’s biggest programs – with host reads on Pivot, Where Should We Begin? with Esther Perel and Today, Explained.
The goal of this campaign is to highlight the Guardian’s ability to offer a global, outside perspective on news, culture, lifestyle, and more for US and international readers. A pivot is not a complete restart, and this pivot that The Guardian is taking is to help American audiences. The pivot and ‘The whole picture’ campaign draws inspiration from an award-winning campaign created by The Guardian, launched in 1986. This campaign showcased multiple perspectives on a single event, demonstrating its nuanced and balanced approach to journalism and highlighting the importance of understanding the whole story. This campaign went on to win numerous awards and is considered one of the greatest ad campaigns of all time.
The Editor-in-Chief, Katharine Viner, stated, “With so many US outlets under pressure and others choosing to compromise their editorial independence, we see it as the perfect time… to grow our footprint in , New York and DC, expand offerings in sports, culture and how to live a good life, and launch our first-ever US podcasts. We know Americans at this moment are craving just what the Guardian provides: journalism that’s global, independent, and free.”
Not only are Americans aware of the threats to free speech, but the events of the past few months, particularly the past two weeks, have put the US in a global spotlight. In a time of chaos, The Guardian is reintroducing itself as a beacon of stability and truth in journalism. Conner Tobiason, executive creative director at Lucky Generals, the agency collaborating with the Guardian on their US campaign, succinctly explained the initiative's purpose: "In a country overloaded with hot takes, half-truths and eroding trust in journalism, working together to tell 'the whole picture' felt urgent and important."
The Guardian isn’t necessarily the first to pivot to American audiences in this way, but the question is, will they be the last? Could and should American-owned outlets make the pivot?
