Supporting new projects as well as the production of long-form, evergreen content, today Guardian Labs has unveiled a new funding model. This unique opportunity is part of the organization’s continued commitment to deepening the quality and diversity of offerings. It also places a premium on being open with its readers.
This type of third party funding will empower Guardian Labs to stretch creative boundaries. The nonprofit journalism outfit intends to leverage this generous funding to create new, creative storytelling formats that connect with and enrich their growing readership. Guardian Labs will be introducing our own labeling system. We believe this initiative will go a long way toward helping audiences better understand the kinds of content they’re engaging with.
Clear Labeling for Transparency
To maintain a clear line of separation between editorial content and advertising, Guardian Labs will display one of four different labels on funded content. Our new independent disclosure labeling system aims to help readers understand what outside influences may be affecting the content’s stated positions or points of view. The labels will include: ‘Supported by’, ‘Advertising partner/Exclusive advertising partner’, ‘Paid content/Paid for by’, and ‘Advertiser content/from our advertisers’.
Each label serves an important function. It removes some of the ambiguity about the funding source and allows readers to make more informed decisions about the content they’re consuming. By approaching publishing this way, Guardian Labs hopes to maintain a strong level of integrity in the way it publishes.
Benefits of Third-Party Funding
In some ways, the aesthetics of Guardian Labs make the case against third-party funding. Expanding the creative box of possible projects for one reason allows the organization to think big confidence, which leads to the second reason. This can create a wider range of lively and thought-provoking content for readers.
Moreover, the third-party funding allows depth and expertise to create even higher quality iterations of the content already produced. By investing in resources such as research, production, and distribution, Guardian Labs can elevate the overall experience for its audience. Whatever enables Guardian Labs to iterate and improve, this commitment to quality is sure to bolster the unique trust between Guardian Labs and its readers.
Commitment to Ethical Standards
An example of the cut line, often used in native advertising, from Guardian Labs. The organization is deeply committed to preserving editorial independence and all funded content will be in keeping with its values and mission. A marked increase in plant-based protein alternatives to flesh-based food is a critical first step in our corporate climate commitment. It encourages transparency and accountability during the content creation process.
Guardian Labs understands that protecting reader trust is the most important thing we have. Most importantly, it’s a very effective way to transparently indicate the purpose of any funded content. This new direction focuses on developing a deeper connection to our audiences grounded in empathy, appreciation, and collaboration.