The Guardian

==Circulation and format==
''The Guardian'' had a certified average daily circulation of 204,222 copies in December 2012&nbsp;— a drop of 11.25 per cent in January 2012&nbsp;— as compared to sales of 547,465 for ''The Daily Telegraph'', 396,041 for ''The Times'', and 78,082 for ''The Independent''.<ref name="ReferenceA">Audit Bureau of Circulations Ltd– abc.org.uk</ref> In March 2013, its average daily circulation had fallen to 193,586, according to the Audit Bureau of Circulations.<ref>{{cite web |last=Durrani |first=Arif |url=http://www.mediaweek.co.uk/article/1173980/newspaper-abcs-guardian-hits-historic-low-february-following-20p-price-hike |title=NEWSPAPER ABCs: Guardian hits historic low in February following 20p price hike – Media news |publisher=Media Week |date=3 August 2013 |access-date=6 March 2016 |archive-date=18 March 2016 |archive-url=https://web.archive.org/web/20160318182222/http://www.mediaweek.co.uk/article/1173980/newspaper-abcs-guardian-hits-historic-low-february-following-20p-price-hike |url-status=live }}</ref> Circulation has continued to decline and stood at 161,091 in December 2016, a decline of 2.98 per cent year-on-year.<ref name="circ">{{cite web|url=http://www.pressgazette.co.uk/print-abc-metro-overtakes-sun-in-uk-weekday-distribution-but-murdoch-title-still-britains-best-selling-paper/|title=Print ABCs: Metro overtakes Sun in UK weekday distribution, but Murdoch title still Britain's best-selling paper|date=15 June 2017|website=Press Gazette|access-date=11 July 2017|archive-date=19 July 2017|archive-url=https://web.archive.org/web/20170719014150/http://www.pressgazette.co.uk/print-abc-metro-overtakes-sun-in-uk-weekday-distribution-but-murdoch-title-still-britains-best-selling-paper|url-status=live}}</ref> In July 2021, the circulation was 105,134; later that year, the publishers stopped making circulation data public.<ref name="circlead" />

===Publication history===
{{more citations needed section|date=March 2016}}

[[File:GuardianNewsroom.jpg|thumb|right|''The Guardian''{{'s}} Newsroom visitor centre and archive (No 60), with an old sign with the name ''The Manchester Guardian'']]

The first edition was published on 5 May 1821,<ref>{{cite web |url=http://www.spartacus-educational.com/PRguardian.htm |title=Manchester Guardian |publisher=Spartacus-educational.com |access-date=6 March 2016 |archive-date=6 March 2016 |archive-url=https://web.archive.org/web/20160306192820/http://spartacus-educational.com/PRguardian.htm |url-status=live }}</ref> at which time ''The Guardian'' was a weekly, published on Saturdays and costing 7[[Penny (British pre-decimal coin)|d]]; the [[stamp duty]] on newspapers (4d per sheet) forced the price up so high that it was uneconomic to publish more frequently. When the stamp duty was cut in 1836, ''The Guardian'' added a Wednesday edition and with the abolition of the tax in 1855 it became a daily paper costing 2d.

In October 1952, the paper took the step of printing news on the front page, replacing the adverts that had hitherto filled that space. Then-editor A. P. Wadsworth wrote: "It is not a thing I like myself, but it seems to be accepted by all the newspaper pundits that it is preferable to be in fashion."<ref>{{Cite book|title=The Manchester Guardian; biography of a newspaper|last=David.|first=Ayerst|date=1971|publisher=Cornell University Press|isbn=978-0801406423|location=Ithaca, N.Y.|oclc=149105|url-access=registration|url=https://archive.org/details/manchesterguardi0000ayer}}</ref>

Following the closure of the Anglican Church Newspaper, ''[[The Guardian (Anglican newspaper)|The Guardian]]'', in 1951, the paper dropped "Manchester" from its title in 1959, becoming simply ''The Guardian.''<ref>{{Cite journal|last=O'Reilly|first=Carole|date=2 July 2020|title='The Magnetic Pull of the Metropolis': The ''Manchester Guardian'', The Provincial Press and Ideas of the North|journal=[[Northern History]]|language=en|volume=57|issue=2|pages=270–290|doi=10.1080/0078172X.2020.1800932|s2cid=225581767|issn=0078-172X|url=http://usir.salford.ac.uk/id/eprint/57668/3/COReillyNorthernHistoryRevised.pdf|access-date=30 June 2022|archive-date=30 June 2022|archive-url=https://web.archive.org/web/20220630235113/http://usir.salford.ac.uk/id/eprint/57668/3/COReillyNorthernHistoryRevised.pdf|url-status=live}}</ref> In 1964 it moved to London, losing some of its regional agenda but continuing to be heavily subsidised by sales of the more downmarket but more profitable ''Manchester Evening News''. The financial position remained extremely poor into the 1970s; at one time it was in merger talks with ''The Times''. The paper consolidated its centre-left stance during the 1970s and 1980s.{{citation needed|date=June 2019}}

On 12 February 1988, ''The Guardian'' had a significant redesign; as well as improving the quality of its printers' ink, it also changed its masthead to a juxtaposition of an [[italic type|italic]] [[Garamond]] "''The''", with a bold [[Helvetica]] "Guardian", that remained in use until the 2005 redesign.

In 1992, ''The Guardian'' relaunched its features section as ''G2'', a tabloid-format supplement. This innovation was widely copied by the other "quality" broadsheets and ultimately led to the rise of "compact" papers and ''The Guardian''{{'s}} move to the [[Berliner (format)|Berliner format]]. In 1993 the paper declined to participate in the broadsheet [[price war]] started by [[Rupert Murdoch]]'s ''The Times''. In June 1993, ''The Guardian'' bought ''The Observer'' from [[Lonrho]], thus gaining a serious [[Sunday editions|Sunday sister newspaper]] with similar political views.

Its international weekly edition is now titled ''The Guardian Weekly'', though it retained the title ''Manchester Guardian Weekly'' for some years after the home edition had moved to London. It includes sections from a number of other internationally significant newspapers of a somewhat left-of-centre inclination, including {{Lang|fr|[[Le Monde]]}} and ''[[The Washington Post]]''. ''The Guardian Weekly'' was also linked to a website for expatriates, ''Guardian Abroad'', which was launched in 2007 but had been taken offline by 2012.

===Moving to the Berliner paper format===
[[File:The Guardian 6. 6. 14.jpg|thumb|right|Front page of 6 June 2014 edition in the Berliner format]]
''The Guardian'' is printed in full colour,<ref>{{cite news
|url=http://blogs.guardian.co.uk/editors/archives/2005/09/13/tuesdays_morning_conference.html
|title=Tuesday's morning conference
|work=The Guardian
|location=UK
|date=13 September 2007
|access-date=11 February 2007
|archive-date=13 February 2007
|archive-url=https://web.archive.org/web/20070213013501/http://blogs.guardian.co.uk/editors/archives/2005/09/13/tuesdays_morning_conference.html
|url-status=live
}}</ref> and was the first newspaper in the UK to use the [[Berliner (format)|Berliner]] format for its main section, while producing sections and supplements in a range of page sizes including tabloid, approximately A4, and pocket-size (approximately A5).

In 2004, ''The Guardian'' announced plans to change to a Berliner or "midi" format,<ref>{{Cite web|last1=Brooks|first1=Josh|date=29 June 2004|title=Guardian to switch to Berliner format|url=https://www.printweek.com/news/article/guardian-to-switch-to-berliner-format|access-date=31 December 2020|website=[[PrintWeek]]|language=en|archive-date=20 October 2021|archive-url=https://web.archive.org/web/20211020221847/https://www.printweek.com/news/article/guardian-to-switch-to-berliner-format|url-status=live}}</ref> similar to that used by ''[[Die Tageszeitung]]'' in Germany, ''[[Le Monde]]'' in France and many other European papers. At 470×315&nbsp;mm, this is slightly larger than a traditional [[Tabloid (newspaper format)|tabloid]]. Planned for the autumn of 2005, this change followed moves by ''The Independent'' and ''[[The Times]]'' to start publishing in tabloid (or compact) format. On Thursday, 1 September 2005, ''The Guardian'' announced that it would launch the new format on Monday 12 September 2005.<ref>{{cite news|url=https://www.theguardian.com/media/2005/sep/01/theguardian.pressandpublishing|title=New-look Guardian launches on September 12|work=MediaGuardian|date=1 September 2005|last1=Cozens|first1=Claire|location=London|publisher=Guardian News and Media|access-date=13 December 2016|archive-date=2 February 2017|archive-url=https://web.archive.org/web/20170202122134/https://www.theguardian.com/media/2005/sep/01/theguardian.pressandpublishing|url-status=live}}</ref> Sister Sunday newspaper ''The Observer'' also changed to this new format on 8 January 2006.

The format switch was accompanied by a comprehensive redesign of the paper's look. On Friday, 9 September 2005, the newspaper unveiled its newly designed front page, which débuted on Monday 12 September 2005. Designed by [[Mark Porter (designer)|Mark Porter]], the new look includes a new [[Masthead (British publishing)|masthead]] for the newspaper, its first since 1988. A typeface family designed by [[Paul Barnes (designer)|Paul Barnes]] and [[Christian Schwartz]] was created for the new design. With just over 200 fonts, it was described as "one of the most ambitious custom type programs ever commissioned by a newspaper".<ref>{{cite web|last1=Crossgrove|first1=Carl|title=Guardian: review|url=http://typographica.org/typeface-reviews/guardian/|website=Typographica|access-date=11 July 2015|archive-date=13 July 2015|archive-url=https://web.archive.org/web/20150713035002/http://typographica.org/typeface-reviews/guardian/|url-status=live}}</ref><ref name="fontshop2006">{{cite web|url= http://www.fontshop.be/details.php?entry=91|publisher = FontShop Benelux|date= 15 November 2006|author1 = Paul A Barnes|author2 = Christian E Schwartz|title = Does type design matter in newspapers?|access-date = 26 July 2012|url-status = dead|archive-url = https://web.archive.org/web/20120604144425/http://www.fontshop.be/details.php?entry=91|archive-date = 4 June 2012}}</ref> Among the fonts is [[Guardian Egyptian]], a [[slab serif]] that is used in various weights for both text and headlines, and is central to the redesign.

The switch cost ''Guardian Newspapers'' £80&nbsp;million and involved setting up new printing presses in east London and Manchester.<ref>{{Cite news|last=Lyall|first=Sarah|date=26 September 2005|title=A tabloid Guardian? Not quite|language=en-US|work=The New York Times|url=https://www.nytimes.com/2005/09/26/business/worldbusiness/a-tabloid-guardian-not-quite.html|access-date=31 December 2020|issn=0362-4331|archive-date=4 November 2021|archive-url=https://web.archive.org/web/20211104214953/https://www.nytimes.com/2005/09/26/business/worldbusiness/a-tabloid-guardian-not-quite.html|url-status=live}}</ref> This switch was necessary because, before ''The Guardian''{{'s}} move, no printing presses in Britain could produce newspapers in the Berliner format. There were additional complications, as one of the paper's presses was part-owned by ''[[The Daily Telegraph|Telegraph Newspapers]]'' and ''[[The Daily Express|Express Newspapers]]'', contracted to use the plant until 2009. Another press was shared with the ''Guardian Media Group's'' north-western tabloid local papers, which did not wish to switch to the Berliner format.

====Reception====
The new format was generally well received by ''Guardian'' readers, who were encouraged to provide feedback on the changes. The only controversy was over the dropping of the ''[[Doonesbury]]'' cartoon strip. The paper reported thousands of calls and emails complaining about its loss; within 24 hours the decision was reversed and the strip was reinstated the following week. ''G2'' supplement editor Ian Katz, who was responsible for dropping it, apologised in the editors' blog saying, "I'm sorry, once again, that I made you—and the hundreds of fellow fans who have called our helpline or mailed our comments' address—so cross."<ref>{{cite web|url=http://www.guardian.co.uk/values/socialaudit/story/0%2C%2C1600349%2C00.html |title=''Guardian Reborn'', The Guardian |access-date=5 May 2017 |url-status=dead |archive-url=https://web.archive.org/web/20070212135000/http://www.guardian.co.uk/values/socialaudit/story/0%2C%2C1600349%2C00.html |archive-date=12 February 2007}}. Retrieved on 22 July 2007.</ref> However, some readers were dissatisfied as the earlier deadline needed for the all-colour sports section meant coverage of late-finishing evening football matches became less satisfactory in the editions supplied to some parts of the country.

The investment was rewarded with a circulation rise. In December 2005, the average daily sale stood at 380,693, nearly 6 per cent higher than the figure for December 2004.<ref>{{cite news|url=https://www.theguardian.com/media/2006/jan/13/abcs.pressandpublishing|title=Telegraph sales hit all-time low|work=MediaGuardian|date=13 January 2006|last1=Cozens|first1=Claire|location=London|publisher=Guardian News and Media|access-date=13 December 2016|archive-date=2 February 2017|archive-url=https://web.archive.org/web/20170202121942/https://www.theguardian.com/media/2006/jan/13/abcs.pressandpublishing|url-status=live}}</ref> However, by December 2012, circulation had dropped to 204,222.<ref>{{cite news|url=https://www.theguardian.com/media/2013/jan/11/guardian-telegraph-financial-times-december-abcs|title=Guardian, Telegraph and FT post modest sales rises in December|date=11 January 2013|location=London|publisher=Guardian News and Media|access-date=13 December 2016|archive-date=2 February 2017|archive-url=https://web.archive.org/web/20170202122034/https://www.theguardian.com/media/2013/jan/11/guardian-telegraph-financial-times-december-abcs|url-status=live}}</ref> In 2006, the US-based [[Society for News Design]] chose ''The Guardian'' and Polish daily ''[[Rzeczpospolita (newspaper)|Rzeczpospolita]]'' as the world's best-designed newspapers—from among 389 entries from 44 countries.<ref>{{cite news |url=https://www.theguardian.com/media/2006/feb/21/theguardian.pressandpublishing |title=Guardian wins design award |date=21 February 2006 |work=MediaGuardian |location=London |last=Busfield |first=Steve |publisher=Guardian News and Media |access-date=13 December 2016 |archive-date=2 February 2017 |archive-url=https://web.archive.org/web/20170202121613/https://www.theguardian.com/media/2006/feb/21/theguardian.pressandpublishing |url-status=live }}</ref>

=== Tabloid format since 2018 ===
In June 2017, [[Guardian Media Group]] (GMG) announced that ''The Guardian'' and ''[[The Observer]]'' would relaunch in [[tabloid (newspaper format)|tabloid format]] from early 2018.<ref name="tabloid">{{cite news|url=https://www.theguardian.com/media/2017/jun/13/guardian-and-observer-to-relaunch-in-tabloid-format|title=''The Guardian'' and ''The Observer'' to relaunch in tabloid format|last=Sweney|first=Mark|date=13 June 2017|work=The Guardian|access-date=13 June 2017|archive-date=18 January 2019|archive-url=https://web.archive.org/web/20190118221509/https://www.theguardian.com/media/2017/jun/13/guardian-and-observer-to-relaunch-in-tabloid-format|url-status=live}}</ref> ''The Guardian'' confirmed the launch date for the new format to be 15 January 2018. GMG also signed a contract with ''[[Trinity Mirror]]'' – the publisher of the ''[[Daily Mirror]]'', ''[[Sunday Mirror]]'', and ''[[Sunday People]]'' – to [[outsourcing|outsource]] printing of ''The Guardian'' and ''[[The Observer]]''.<ref>{{cite news|url=https://www.theguardian.com/membership/2017/jun/13/guardian-journalism-goes-from-strength-to-strength-its-just-our-shape-thats-changing|title=Guardian journalism goes from strength to strength. It's just our shape that's changing|last1=Viner|first1=Katharine|date=13 June 2017|work=The Guardian|last2=Pemsel|first2=David|access-date=9 July 2017|archive-date=10 July 2017|archive-url=https://web.archive.org/web/20170710143244/https://www.theguardian.com/membership/2017/jun/13/guardian-journalism-goes-from-strength-to-strength-its-just-our-shape-thats-changing|url-status=live}}</ref>

The format change is intended to help cut costs as it allows the paper to be printed by a wider array of presses, and outsourcing the printing to presses owned by Trinity Mirror is expected to save millions of pounds annually. The move is part of a three-year plan that includes cutting 300 jobs in an attempt to reduce losses and break even by 2019.<ref name="tabloid"/><ref>{{cite news |url=https://www.nytimes.com/2018/01/15/business/media/guardian-tabloid-uk.html |title=The Guardian, Britain's Left-Wing News Power, Goes Tabloid |first=Amie |last=Tsang |date=15 January 2018 |work=The New York Times |access-date=15 January 2018 |archive-date=16 January 2019 |archive-url=https://web.archive.org/web/20190116074115/https://www.nytimes.com/2018/01/15/business/media/guardian-tabloid-uk.html |url-status=live }}</ref> The paper and ink are the same as previously and the font size is fractionally larger.<ref name="ReferenceB">{{cite news|url=https://www.theguardian.com/commentisfree/2018/apr/29/guardian-redesign-tabloid-readers-response-paul-chadwick|title=Three months on, the tabloid Guardian is still evolving|last=Chadwick|first=Paul|date=29 April 2018|work=The Guardian|language=en|access-date=27 September 2018|archive-date=25 June 2018|archive-url=https://web.archive.org/web/20180625185817/https://www.theguardian.com/commentisfree/2018/apr/29/guardian-redesign-tabloid-readers-response-paul-chadwick|url-status=live}}</ref>

An assessment of the response from readers in late April 2018 indicated that the new format had led to an increased number of subscriptions. The editors were working on changing aspects that had caused complaints from readers.<ref name="ReferenceB"/>

In July 2018, the masthead of the new tabloid format was adjusted to a dark blue.<ref>{{Cite news|url=https://www.theguardian.com/technology/2018/jul/15/weve-got-the-guardian-masthead-blues-and-were-overjoyed|title=We've got The Guardian masthead blues and we're overjoyed {{!}} Letters|last=Letters|date=15 July 2018|work=The Guardian|access-date=18 January 2019|language=en-GB|issn=0261-3077|archive-date=4 April 2019|archive-url=https://web.archive.org/web/20190404195601/https://www.theguardian.com/technology/2018/jul/15/weve-got-the-guardian-masthead-blues-and-were-overjoyed|url-status=live}}</ref>