At Media Party 2020, Caspar Llewellyn Smith, Chief Product Officer at The Guardian, explained how the outlet built a thriving financial model by asking readers directly for financial support rather than implementing a hard paywall. By framing their ask around the public value of journalism and conducting rigorous message testing across hundreds of variants, The Guardian established an emotional, mission-driven connection with its audience.
To sustain this model, Smith emphasized the importance of keeping contribution options simple and leveraging major news events to invite reader support. Cultivating a direct relationship with readers not only safeguards editorial independence during industry crises but also ensures the long-term financial viability of open, accessible journalism.
