The Guardian: Generate Readership


To increase circulation of the printed newspaper by innovative means.


Guardian News Media offered online readers a voucher to use for a discount on the printed newspaper, valid once daily over a fixed period from signing up. On application, readers were sent an email with a link to their unique, barcoded i-movo voucher which could be used as part-payment for the Guardian and Observer print editions at any of 50,000 participating newsagents across the UK.


Rob Rattley, Circulation Manager at the Guardian said, “We’ve already had more than 3,000 online readers sign up for vouchers and redemptions are well ahead of our September campaign at this point. Sign-ups and redemptions are continuing and the majority of redemptions are being made through independent stores which underlines the strength of the channel.”