B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Pinterest
  • Agency Scorecards
  • Anthony Albanese
  • AFL
  • The Growth Distillery
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: We’ve Quintupled Our Revenue Streams In Three Years: The Guardian Australia
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > We’ve Quintupled Our Revenue Streams In Three Years: The Guardian Australia
Media

We’ve Quintupled Our Revenue Streams In Three Years: The Guardian Australia

Emma Mackenzie
Published on: 31st March 2016 at 6:00 AM
Emma Mackenzie
Share
3 Min Read
SHARE

Dwindling display ad revenue is one major roadblock The Guardian Australia sees for its future. And when revenue streams fail, others have to pick up the slack.

It’s why The Guardian Australia has upped its revenue streams from two to ten in the past three years.

“The traffic’s moving to mobile, but the advertisers aren’t paying as much for mobile advertising,” Margy Vary, marketing director for The Guardian Australia told B&T.

Ad-blocking too hasn’t helped matters. Analytics company PageFair recently said ad-blocking in 2015 cost publishers a whopping $US22 billion.

It’s a blow to media companies, but they seem to recognise the issue. Junkee Media recently claimed banner ads were dying and that native content was the way forward.

Nevertheless, when some revenue streams deplete, publishers need others to pick up the slack.

“It’s about increasing the other revenue streams to balance it out, because display is no longer the dominant,” said Vary, “so you’re not too dependent on one.”

Interestingly, plush toys of First Dog on the Moon characters are one of the ten revenue streams, albeit a small one, she quipped.

Events have increased too, as many publishers are jumping on the event bandwagon. Hubspot pinned it as a great way for media companies to make some extra moolah.

Vary said the publisher is teaming up with numerous events around the country to both get the name out there and show support, such as the recent WOMAD Festival in Adelaide, of which B&T travelled with The Guardian as a guest. Too, the publisher is upping its branded content divisions such as G-Labs and G-Live to provide more revenue.

A new revenue stream coming into play within The Guardian is paid membership. While adamant it doesn’t mean the publisher is going behind a paywall – which it’s been outspoken about is not the way forward – there will be exclusive content only available to those who pay.

In no particular order, the other revenue streams include:

  • Display advertising
  • Programmatic display advertising
  • GLabs
  • GLive
  • Masterclasses
  • Consumer revenue
  • Subscription Revenue
  • Content Discovery
  • Membership
  • Video revenue
Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: #WeStandWithWDBJ, Advertising Standards Bureau, Digital, PartnerReach
Share
Emma Mackenzie
By Emma Mackenzie
Follow:
Emma Mackenzie was a reporter at B&T from 2015 - 2016.

Latest News

The Pistol team photo.
Agency Scorecard: The Pistol
17/07/2025
Agency Scorecard: Mediahub
17/07/2025
Guzman y Gomez’s Steven Marks: Marketing Is Revenue
17/07/2025
Telstra’s Anna Jackson: Creativity Is Fragile In Nature
17/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?