The Guardian is doubling down on affiliate marketing as a monetisation strategy, amid a difficult transition phase for many publishers. It has announced it will bring its product recommendation site, The Filter, to the U.S., a year after its U.K. launch.
The Filter has proven to be a key part of The Guardian’s efforts to grow commerce revenue alongside advertising and membership. Digital reader revenue grew nearly 22% to £107.3 million this year, while digital advertising revenue rose slightly to £64 million. The U.S. launch places The Filter in direct competition with established giants like The New York Times’ Wirecutter and New York Magazine’s The Strategist.
