Living Our Values Social, Ethical and Environmental Audit 2005 Readers

Living our values Social, ethical and environmental audit 2005 Readers We asked 3,300 that other newspapers friend… part of the readers of the are rife with.” family!” Guardian, Observer “It attempts most “As well as being the best and Guardian fully and fairly to paper on earth… It gives Unlimited why they represent all relevant me a tiny but significant read us. These were a issues in their true sense of belonging.” few of the responses complexity, from “I won't be assaulted politics to art to sport.” by myriad reports Guardian “Different, radical, about 'celebrities'.” “I believe it to be the best challenging, represents and most trustworthy a different take on life Observer newspaper on offer in in general. Broad-based “The quality of writing the UK.” coverage of arts and and a viewpoint which “Wide range of media and offers a differs from other sunday opinions/comment that platform to minority/ papers. Plus, excellent challenges my own alternative voices” monthly mags.” beliefs and perceptions.” “Not afraid to challenge “Informative, “I regard the paper as the establishment.” educational, unbiased, unbiased in its political “An old, valued friend — critical and analytical stance, giving equal humanity with intellect debate, up-to-date credence and coverage and humour.” accurate information.” to all political parties “Only paper which has “Well written, honest allowing me to come to a genuine socially and independent.” my own conclusions as progressive dimension “Reporting that you to which is the best.” to its outlook.” can trust.” “I trust it.” “The fact that it operates “Excellent sports “I guess reading the as a trust and is not the coverage and ‘Monthly’ Guardian makes me vehicle for the political supplements.” look like the liberal I machinations of an “It speaks to young wish I was!” individual owner.” intelligent people.” “Best quality newspaper “No 'foaming at the “Simply, it's the most and it informs, educates mouth' editorials.” unbiased Sunday and amuses me.” ”It keeps me informed; newspaper there is.” “Honest, trustworthy it gives me pleasure; it “Fairly even-handed newspaper not afraid to makes me think; it makes and non-hysterical air views which may be me laugh!” reportage.” unpopular.” “The Guardian hasn't “It's incredibly fulfilling. “It blends the romantic ‘dumbed-down’ and is An essential part of one's with the prosaic and targeted at a liberal week, part educational, wherever possible adds intelligent readership” part provoking, part a garnish of humour.” “It isn't owned by Rupert entertaining — you can “It isn't full of the Murdoch.” feel your brain (both gossip/celebrity rubbish “Feels like an old sides) being well fed!” 2 Living our values Contents “Because it is not affiliated to one Introduction 4 political party.” The Scott Trust 6 “It's the only paper I read that doesn't make me want Editorial 7 to throw up.” “I think it’s a bloody good Commercial 22 Sunday read.” Employees 25 Guardian Unlimited “British spirit.” Europe Environment 34 “Independent, timely, Community 40 reliable.” Asia “The over-by-over coverage Suppliers 46 of cricket is unparalleled in its quality, humour Targets 48 and appreciation of the game.” UK Audit 50 “I trust the Guardian, and have confidence that serious effort is always made to provide accurate, insightful information.” US “To find out what's going on in my own country!!” US “It's factual, without being po-faced, pretentious or pompous. Quite often it's hilarious, too. But it's also edgy, in the sense that I'll read stuff in GU that I can get nowhere else, or at least not conveniently.” Ireland “The sheer breadth of well-reasoned opinion.” UK Cover: The new Guardian print centre in Stratford, east London. Photograph: Sarah Lee Right: The Guardian office in Farringdon. Photograph: Tricia de Courcy Ling Graphics: Jenny Ridley Living our values 3 Introduction Newspapers are changing. The electronic market is global. The UK market is tough and our competitors chose to go tabloid. We chose a different route. By Carolyn McCall, Alan Rusbridger and Roger Alton Radical reform t has been a momentous year for the want to be able to navigate a paper easily and From left: Roger Alton, Observer editor; Alan Guardian and the Observer. Spurred relatively quickly on weekdays, that does not Rusbridger, Guardian editor; Carolyn McCall, on by changes across the industry, necessitate dumbing down. What it does mean chief executive GNL. Photo: John Wildgoose we set about redefining the role of is working harder at clear writing as well as our newspapers in the 21st century. imaginative presentation. Lightness, wit and prepared to go the extra mile to bring them to life. The result of that process is now on tone matter. It is impossible in just a few words to get I the newsstands for all to see and, We have also been concentrating on under- across the enormous task of buying and in- hopefully, admire: the only all- standing what readers want at the weekend. This stalling new presses, rethinking our advertising, colour Berliner-sized newspapers in the UK. has raised issues for the new Observer, which brand positioning, retail and communication They represent a radical departure in terms wants to ensure it continues to reflect the mood strategies, as well as redesigning the Guardian, of size and design while seeking to stay true to of Sundays in Britain, with warmth and engage- followed by the Observer. We were told by all the vision of fostering a healthy democracy that ment, while at the same time making sense of the the experts it would take a minimum of three lay at the heart of the creation of both the Ob- world around us. years. The dedication of our employeesand our server in 1791 and the Guardian in 1821. The journey our papers have embarked on is business partners means we achieved it in half This has been a tough challenge. The first pro- based on the belief that there is still some no- that time. prietors could not have imagined that the pa- tion of duty that goes with the privilege of me- While the Berliner project has taken up much pers, at that time hand-printed, would one day diating the news and debate. That we do have a of our energy in the past year, it is important to be instantly available around the world on com- responsibility to tell our readers about issues remember we are much more than just a UK puters, mobile phones and Blackberries. and events that they may not automatically newspaper company. The runaway success of They could also not have foreseen that the have an enthusiasm for. That the health of a so- Guardian Unlimited means we are a global brand British newspaper market would become the ciety is, in part, based on informed citizens who with 12.1 million users a month, and we continue most competitive in the world, or that we would are able to challenge the status quo and hold to make inroads into other areas of the media, be awash in a sea of real-time information. those in power to account. with our online education service Learnthings, Addressing these issues has sometimes felt We take seriously the fate threatened a hun- television production arm Guardian Films and like juggling while on the high-wire. Balancing dred years ago by Joseph Pulitzer: “A cynical, Guardian Books. What binds these different our desire for quality journalism with the desire mercenary demagogic press will produce in time strands is a shared vision. of our readers for a smaller page; reporting on a people as base as itself.” This report will not only show how our val- the complexities of modern society to time- The challenge we set ourselves goes to the ues were at the forefront of the relaunch but also pressed people struggling to cope with these core of the debate on corporate social responsi- how they resonate in all areas of our business. very same complexities; respecting the needs bility. As a media organisation, we are in the While our readers are always at the forefront of our core readership while also attracting a business of putting stuff inside people’s heads of our minds, we also understand the impor- new generation that often feels more at home and therefore can be a force for good or ill. tance of other stakeholders — employees, the on the internet; being true to our liberal tradi- Principles do not come cheaply. The decisions Scott Trust, our parent company Guardian tion without alienating those thinking of switch- we have taken come with a hefty £80m price tag. Media Group, and suppliers — as well as the ing from more traditionally conservative lean- Following our competitors down the tabloid environment. ing newspapers. And all this at a time when the route would have been far cheaper and quicker. The only way to have a meaningful dialogue industry continues to lose money and readers. The guiding light throughout this period of with all of these stakeholders is to be transpar- Some of our competitors have reacted to re-examination has been our values: “Honesty, ent and accountable. That is why we are pub- these pressures by turning up the volume — cleanness [integrity], courage, fairness, a sense lishing this audit for the third consecutive year making the news seem more exciting, striking, of duty to the reader and the community.” and again having it independently audited to en- pumped up. These are merely empty words without two sure it is a fair and balanced reflection of where We have chosen a very different route, which key ingredients: the unstinting support of our we stand (see auditor’s statement, page 50≥).

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