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The Guardian today launched GuardianAmerica.com, its attempt to break in to the US market using a brand of journalism that has already proved a success in the States. The site runs the same new look and feel used in Guardian Unlimited’s domestic redesign and is essentially just a new index section emphasizing the US through placement of editorial from across the network. It also features a US-specific group news blog launched last month. The eight-person team in Washington DC is topped by new editor Michael Tomasky.
Guardian Media Group CEO Carolyn McCall last month told paidContent:UK the site had 5.5 million unique monthly visitors from the US, against six million Britons in a total of almost 16 million. But many Americans get there through searches or links so the publisher wants to drive brand loyalty through the creation of a dedicated front door. In drawing from existing Guardian content, this launch is modest and manageable. McCall cautioned that GuardianAmerica.com’s debut would be evolutionary. Clearly, there’s monetization potential, however; says the paper today: “Over time, the site will introduce reader services such as holidays and dating, and will eventually include opportunities for recruitment advertising.”