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There's a very different breakdown at Guardian U.S., which does not have a flagship print product, confirmed communications head Matt Mittenthal. On this side of the Atlantic, 55% of revenue now comes from digital reader revenue, with 40% of the rest coming from advertising plus "a small amount of philanthropy." (Reader revenue first passed advertising as the largest source of revenue for The Guardian U.S. in 2020.)
Director of consumer revenue, Rachel Sturm, spoke with me about what worked well in their revamped end-of-year campaign.
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