The Guardian has spent the last few years repurposing its British editorial sensibility for American readers. Now it’s trying to do the same for advertisers.

The New York-based Guardian US, launched in 2011, has been growing at a steady tick. Thanks in large part to its Pulitzer Prize-winning coverage of Edward Snowden’s NSA leaks, the operation’s traffic has increased 15 percent over the past 12 months, hitting 21 million unique visitors in May, according to comScore. It has also bolstered its editorial bench with the addition of a half dozen new reporters to what is now a 30-person editorial team.

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