- first established in 1821 (older than the Daily Mail)
- left-wing political ideology (liberal)
- owned by the Scott Trust (charity which doesn't aim to make profit)
- chairman is Keith Magee, professor in cultural justice
- reached 1 million online subscribers
- positive action scheme (recruiting ethnic minorities and women to give them a chance to be heard)
- proud of their Windrush coverage which led to the law being changed and the Home Secretary of the UK had to resign
The Guardian Target Audience:
- C2, D, E demographic
- left-wing liberal youths
- middle class white young people
- 18+ with a heavy skew on 24-35
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