integrating sustainability themes into media - Collaborating Centre ...

Print/web 2.0 – international
Good practice examples
General description
Country UK
Name of the media format The Guardian (www.guardian.co.uk)
Media genre • daily newspaper
• www.guardian.co.uk/environment: website
Name of the campaign/project n.a.
Short description of media format a) The Guardian
One of the four major national newspapers in the UK, published by Guardian
News & Media Ltd. ( GNM ) which is owned by the Scott Trust whose
mission is to ensure the journalistic and financial independence of the
Guardian.
Short description of
campaign/project
Duration Open ended
b) www.guardian.co.uk/environment
In 2006 the GNM board defined environment as one of the core editorial
areas. In order to cover the topic in detail an ambitious environment website
was launched with the stated aim to become the best source of
environmental news, comment and advice. The website offers:
• News and commentary on environmental issues such as climate
change, energy, ethical living, food and recycling. Blogs, job listings
and multimedia, including audio and video podcasts. Users can
comment and are encouraged to join discussions. Relevant news from
members of the Guardian Environment Network, which includes the
world's leading environment websites.
GNM stated its aim “to be the leader on sustainability within the media
industry”. It is the first publishing company in the UK that obliged itself to
offer continual coverage of ecological, social and ethical issues and
implemented the first commercial sustainability team in the media business.
Background/history 1821: Founded as The Manchester Guardian
1959: Renamed The Guardian
1993: affiliation of Sunday paper The Observer
Long history of reporting on social justice issues
1972: First UK newspaper to introduce environment correspondent
1980: Second environment correspondent added
1989: Environment pages launched (2 pages / week)
2006: The Guardian Environment website launched
2008: Board defines environment as one of the core coverage areas (large
investments, team doubled)
Motivation/goals • Be the best news source for environmental and social justice issues,
comment and advice internationally in order to inform readers.
• Place sustainability issues on the public agenda and expand the
debate with reliable facts.