Campaign Press Awards Silver Anniversary 1998 - Sponsor Profiles - Most Successful Agency in National Newspapers - The Guardian

Nineteen-ninety-seven proved to be another stellar year in the history of the Guardian, awarded the Newspaper of the Year accolade by What the Papers Say. Last year marked the peak of three years of reporting on corruption charges that culminated in the resignations of two Cabinet ministers, and the successful defence of three libel actions.

Nineteen-ninety-seven proved to be another stellar year in the

history of the Guardian, awarded the Newspaper of the Year accolade by

What the Papers Say. Last year marked the peak of three years of

reporting on corruption charges that culminated in the resignations of

two Cabinet ministers, and the successful defence of three libel

actions.



The Guardian’s persistent campaign for a privacy law, allied to the

right of newspapers to pursue serious journalistic investigation, was

catapulted into the mainstream with the death of Diana, Princess of

Wales. Authoritative reporting on the major stories of the year led

Marketing Week to conclude: ’The Guardian is becoming the paper of

record. The landscape of newspapers in changing.’



The Guardian continued to set the standard for innovation and product

development in newspapers. The launch of the design and property

supplement, Space, on Fridays was greeted with acclaim by readers and

advertisers, as were specials produced for the Edinburgh Festival and

the football preview, the Season. Stand-alone sports sections on Monday

and Friday were created, while a network of Websites and online services

provided by a dedicated new-media department continued to enhance and

complement material from the papers.



Strategic marketing activity served to strengthen brand values and to

widen the net of potential readers through sponsorship and

promotions.



The Summer Festivals Guide and sponsorship of the Glastonbury Festival

extended awareness of the brand to new audiences, while high-profile

film interviews at the National Film Theatre and the on-going

association with Channel 4’s Film on Four enhanced the reputation of the

Guardian as the authority on the arts. Innovative promotions provided

added-value for readers through band-on CDs and books, exclusive offers

and serialisations.



It is our commitment to quality writing and new creative talent that

makes the Guardian proud to be the sponsor of the Most Successful Agency

in National Newspapers Category.



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