Guardian moves ahead with plans for readers' club

by Jennifer Whitehead, Brand Republic 24-Aug-09, 11:10

LONDON - Guardian News & Media's plans for a club for its most loyal readers are moving ahead with the hunt beginning for someone to set up and head the scheme.

The company is recruiting a general manager for the 'Guardian club', which it describes as "a new initiative within GNM which aims to move us decisively away from the traditional rather distant relationship that newspaper companies have had with their readers".

The Guardian club is aimed at raising revenues from the newspaper's keenest readers, reportedly by offering benefits such as exclusive online content and live events, and other incentives that readers have been asked to vote upon.

The general manager is expected to have familiarity with membership schemes and with direct marketing techniques across digital and traditional media. The role will have responsibility for the club's profit and loss, driving revenue growth and developing the membership.

The scheme comes as other news organisations have said they are preparing to charge for more online content. However, the Guardian has said it is not interested in a paywall scheme.

The Guardian runs a popular dating service, Guardian Soulmates, as well as other reader services such as Guardian Holidays and a Guardian Book Club.

Comments

Dave Gurney, Operations Director, Alchemetrics - 25/08/2009

As development of The Guardian Club continues, what will be most interesting is the approach taken in developing what is essentially a new opportunity by a newspaper brand to interact and engage with readers. However, the objective of moving away from the 'rather distant' traditional relationship can only truly be achieved if customer data and understanding is at the heart of this model, so offers, content and interactions are relevant to each individual.