Carolyn McCall has been formally appointed the successor to
Guardian Newspapers’ managing director Caroline Marland.
Guardian Media Group chief executive Bob Phillis said McCall would act
as managing director designate, working alongside Marland until she
retires at the end of November.
He also said the appointment was timed to coincide with a new phase in
the newspaper’s development. The publisher is building on last year’s
record ad revenues - pounds 25 million up on the previous year. The
Guardian is being guarded about stating absolute figures.
Stuart Taylor, who recently added sales on The Observer to his remit as
Guardian ad manager, is expected to be promoted to the vacant position
of group ad director for the newspapers (Media Business, 31
This role was retained by McCall when she was promoted to deputy
On taking up his promotion, Taylor is expected to appoint separate ad
managers for The Guardian and The Observer.
Aside from her newspaper advertising responsibilities, McCall has been
heavily involved in The Guardian’s online strategy and the creation of
Guardian Unlimited. She is expected to accelerate the development of the
digital business, particularly in developing online classified
As the market leader in national newspaper classified, The Guardian is
particularly keen to protect its revenue base from the ambitions of
According to AC Nielsen MMS figures for 1999, The Guardian had 35 per
cent of the classified market by volume, followed by the Evening
Standard with 24 per cent and The Daily Telegraph with 8 per cent.
Guardian Unlimited is preparing to increase its marketing spend fivefold
and is seeking a new advertising agency. Last week it unveiled
enhancements to the site, including a Guardian Unlimited hub replacing
News Unlimited plus a dedicated website for The Observer.
The site, which attracts 12 million page impressions a month, has won
four awards this year, including gongs at the British Press awards and
the Revolution awards.
It can also be received through cable TV and WAP mobile phones.
Commenting on McCall’s appointment, Marland said: ’Carolyn is a dynamic
operator and with her at the helm we can expect great developments at