Thursday, 13 September 2012

Can music cool help The Guardian work its way back into profit?

It's always interesting to see the Guardian's continuing progression from a print newspaper to digital lifestyle brand. This campaign by We Are Social began in August and sees the Guardian focus on their music coverage as a core property. It's quite interesting to see a potentially rebellious act like working with graffiti artists to re-skin Camden Barfly executed in such a restrained way with relatively conservative artwork. While The Guardian is clearly experimenting it hasn't moved too far from the sobriety of a quality newspaper. Lets wait and see if this innovation starts to translate into money for the media company that lost £44.2 million last year.

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