Case Study
Feb 5, 2024

The Guardian affiliate revenue success tripled

Written by

The Guardian, a heavyweight in the world of news and media, delivers top-notch coverage and insightful analysis. Positioned prominently in the publishing business, The Guardian effectively capitalizes on its influential reputation by leveraging affiliate links to monetize its extensive online audience. Sales commissions, notably propelled by engaging product reviews and recommendations, emerge as a key revenue driver in the dynamic media landscape. 

With Vendo in the mix, The Guardian has the potential to significantly boost its sales commissions—potentially 3-5 times more—by seamlessly integrating shoppable products and a user-friendly shopping cart into its editorial content. Let's dive into the details


Looking for a comprehensive marketplace solution? Vendo is your go-to one-stop-shop. It provides a platform that automates daily operations, a range of brands to choose from (or invite your own), merchandising tools, and the flexibility to sell through multiple channels. Plus, ongoing daily support ensures your marketplace business scales seamlessly.

Unlike traditional affiliate links, Vendo excels in keeping visitors engaged for extended periods, safeguarding crucial customer data for robust email list expansion, and unlocking promising avenues for upselling. It embodies the holistic approach essential for a prosperous and enduring marketplace.

Unlocking Success in Digital Publishing

Established in 1821, The Guardian has seamlessly transitioned from a traditional newspaper to a digital powerhouse in online journalism. Renowned for its commitment to quality reporting and a progressive editorial stance, The Guardian stands as a global leader in news and analysis. With millions of online readers, it has successfully navigated the evolving media landscape, offering valuable lessons for aspiring online publishing ventures.

Success Factors of Guardian

Digital Transformation:

Embracing early digitalization has enabled The Guardian to extend its reach and adapt to shifting consumer preferences effectively.

Open Journalism Approach:

Involving readers in the editorial process through open journalism has not only cultivated a sense of community but also ensured diverse perspectives in content creation.

Global Reach and Local Focus:

Balancing global coverage with a focus on local issues has broadened The Guardian's appeal, catering to a wide and diverse readership.

Strong Brand Identity:

Investing in a distinctive brand image based on journalistic integrity, ethical reporting, and commitment to social justice has been a cornerstone of The Guardian's success.

Innovation in Storytelling:

Continuous experimentation with multimedia storytelling formats, from interactive graphics to podcasts, has kept The Guardian at the forefront of digital journalism.

Emphasis on Trustworthy Reporting:

The Guardian's commitment to accurate and reliable reporting has fostered trust, a vital factor in building and retaining its audience.

Adaptability and Continuous Improvement:

Remaining adaptable to changing trends and fostering a culture of continuous improvement has positioned The Guardian as a forward-thinking media outlet.

Diverse Revenue Streams:

Beyond traditional advertising, The Guardian's diversified revenue streams, including memberships and events, have contributed to its financial resilience.

Social Media Engagement:

Active and strategic engagement on social media platforms has played a crucial role in expanding The Guardian's reach and fostering audience interaction.

Community Building and Reader Contributions:

Encouraging reader contributions and building a sense of community around shared values have strengthened reader loyalty for The Guardian.

Audience and Their Values:

Informed and Engaged Readers:

The Guardian's audience seeks in-depth, well-researched content, valuing the opportunity to stay well-informed and actively engage with the news.

Socially Conscious Individuals:

The audience values The Guardian's commitment to social justice, environmental issues, and ethical reporting, aligning with their own values.

Diverse Perspectives:

Appreciating the commitment to diverse perspectives, The Guardian's audience values content that reflects a variety of voices, contributing to a richer understanding of global events.

Tech-Savvy and Young Demographic:

The Guardian caters to a tech-savvy and relatively young demographic, offering accessible, multimedia-rich content that resonates with their preferences.

Suggestions for Replicating Success

Thorough Market Research:

Conduct exhaustive market research to understand the target audience, their content preferences, and the competitive landscape, enabling tailored content creation.

User-Friendly Digital Platform:

Invest in a visually appealing, user-friendly digital platform with responsive design, easy navigation, and fast loading times to enhance the overall user experience.

Quality Content Production:

Prioritize the production of high-quality, well-researched content by hiring skilled journalists and editors to maintain editorial standards and ensure reliability.

Data Analytics for Audience Insights:

Leverage data analytics tools to gain insights into audience behavior, informing content strategy, publication timing, and platform optimization.

Social Media Strategy:

Develop a comprehensive social media strategy that tailors content for different platforms, actively engages with the audience, and utilizes analytics to refine the approach continually.

Monetization Strategy:

Craft a diverse monetization strategy encompassing memberships, events, partnerships, and innovative advertising models to ensure financial sustainability.

Community Building Initiatives:

Foster a sense of community by encouraging discussions, hosting Q&A sessions, and creating forums for like-minded individuals to connect, enhancing the overall reader experience.

Brand Partnerships and Collaborations:

Seek strategic brand partnerships and collaborations aligned with your publication's values to open new revenue streams while maintaining brand integrity.

Subscription Models:

Implement subscription models to provide exclusive content and perks, generating revenue and creating a loyal subscriber base.

Continuous Innovation and Adaptation:

Stay at the forefront of technological advancements and industry trends by innovating in storytelling formats, experimenting with content types, and adapting to evolving audience preferences.

Transparency and Trust-Building:

Establish transparency in operations, communicate editorial policies effectively, and build trust with the audience through openness and accountability.

SEO and Content Optimization:

Implement a robust SEO strategy to enhance content discoverability, optimizing articles for relevant keywords and staying informed about search engine algorithms.

Data Security and Privacy Compliance:

Prioritize data security and compliance with privacy regulations to build trust with readers and mitigate potential risks.

Audience Feedback Integration:

Actively seek and integrate audience feedback into editorial decision-making, fostering a relationship based on openness and responsiveness to reader needs.

Talent Development and Training:

Invest in continuous development and training for your editorial team to ensure consistent delivery of high-quality content that aligns with evolving industry standards and audience expectations.

However, there's an alternative method to capitalize on your online audience that could prove even more fruitful.

Commencing your own multi-brand marketplace on Vendo has the potential to at least triple your affiliate sales commission, bringing it up to 20-30%. This translates to 3-5 times more than what you'd typically earn with affiliate links.

Moreover, the prolonged duration users spend on your pages contributes to the growth of customer data retention, paving the way for an expanded email list and a plethora of opportunities for upselling in the future.


  • Book a demo call: We’ll set up your demo marketplace and populate it with products
  • Customize your Storefront: We’ll help you craft a storefront that aligns with your branding guidelines,
  • Onboard Brands: Invite your favorite brands or choose brands from the Vendo brand catalog. We can also start reaching out to brands you’d like to sell on your behalf.
  • Select Products: Curate product collections manually or automate the process to efficiently manage your catalog and meet customer demand.
  • Embed products: Make your editorial content shoppable with products embedded right where your customers expect them to find. Simplify and streamline product discovery.
  • Start Selling Programmatically: Push products through multiple touch points: on your website, share it on social media, and include products in your newsletters. 
  • Get Paid: Get paid as soon as products are shipped by the brands. No need to wait 30-60 days or worry about orders not attributable to your affiliate links.
  • Get Repeat Sales: Since you’re not linking out, your customers will keep coming back. We’ll help them with abandoned cart emails and promotional email blasts. 


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