You are a media space owner. A newsbrand owner in fact. You know that through your various formats (the paper, website, app, magazines etc) you have a large multi-platform reach, but the sluggish industry won’t (or isn’t able to) credit it.


What do you do?


How about: team up with a noted competitor, offer advertisers a holistic and transparent view of both of the entire range of platforms and allow media planners to build campaigns around both newsbrands (with their combined readerships) in a vastly simplified process.


The Guardian and The Telegraph have announced they are doing just that with the launch of ‘Audiences not Platforms 2.0’ (the already successful ‘1.0’ was The Guardian only), a tool that will give access to 22 million adults, which is approximately 43% of the adult population of the UK.


The tool aims to utilise the on and offline reach of both newsbrands, helping to maximize the efficiency of any ad campaign by allowing planners to focus on audiences rather than platforms. The cross-platform/channel/section potential that this could provide is significant, helping to amplify brand impact through diversified, targeted ad exposure across both publishers.


The combined titles can offer not just a bigger audience but also far more effective targeting. It will make media planners more confident that any space bought in The Telegraph or The Guardian is the right space for their audience. It will also give agencies direct access to the planning data of both newsbrands, creating a far more transparent playing field in the process.


We already know that most of us use multiple devices and platforms to access our news and entertainment, and that smart brands pitch their message across platforms to more effectively reach their target audience. With that in mind anything that aggregates information (especially on this scale) and makes it easier to access can only be described as a good thing.


The focus on audiences and not platforms isn’t new (the concept has been key to proficient media planning since year dot), but media owners collaborating like this to provide better and more data is. Newsbrands haven’t been able to compete with the likes of Google and Facebook because they haven’t had the huge audience numbers to offer to brands, or been so effective at segmenting them. This, in theory, goes some of the way to rectifying that.