The Guardian Challenges Rivals With $1M U.S. Push Beyond Trump

The Guardian, the U.K.-based news publisher, has kicked off a month-long $1 million marketing campaign aimed at boosting its profile in the United States.

Branded “The Whole Picture”, the campaign stresses that the Guardian is “global, independent and free,” positioning itself as a contrast to outlets with billionaire owners or corporate shareholders.

The initiative includes billboards, podcast ads, and digital campaigns, showcasing the Guardian’s breadth of coverage, from climate change and global development to sports like the upcoming FIFA World Cup in North America.

The push comes at a critical moment for publishers worldwide. AI-generated search results are reducing web traffic to news sites, squeezing advertising revenue.

While Guardian donations from U.S. readers rose to $44 million in 2025, its U.S. advertising revenue sits at roughly $20 million, far behind giants like The New York Times, which made over $500 million from ads in 2024.

The Guardian’s U.S. business turned a profit last year, but the group overall posted losses. Executives hope that emphasizing independence, global reach, and reader-funded journalism will attract both new donors and advertisers, securing the Guardian’s foothold in the competitive U.S. media market.