Documento 4 - David Brook

1 minidisc, CD, 1 file, 3 AIFF files (343.3 MB)

Interview with David Brook, marketing manager for the Guardian. Conducted by Carolyn McCall on 16 July 2002. Also includes a data sheet containing biographical details about the subject and information about the recording.

Summary of contents of interview (with rough timings):

Track 1:
00.01 Introduction by Carolyn McCall

Track 2:
00.01 Correction of title of his job at Channel 4

Track 3:
00.33 How he came to work for the Guardian in 1987
01.45 Atmosphere at the Guardian after launch of the Independent and his first day
03.00 Individuals and teams involved in the redesign of the paper
03.39 How research for design was done prior to relaunch
04.50 Knew that new design would upset some readers at first
05.35 Discussion of other projects that changed shape of the paper, particularly weekend Guardian
07.50 Launch of 'The Guide' particularly significant for its design
09.34 On the board when the Guardian bought the Observer in 1993

10.47 Discussion of the Guardian's involvement in 'Wired' in 1993
12.45 Didn't work, but started a legacy in digital knowledge at the
13.08 Discussion of his involvement in debate on where Guardian was 'positioned' in the market
16.10 Took quite a while for the Guardian to adjust its target market
17.00 Caught up and overtook the Independent thanks to the Guardian's stance and writers
17.50 Marketing techniques that were used to lure in new readers
18.35 Use of sponsored supplements to advertise the paper
19.10 Discussion of moving Guardian into using colour in its magazines

20.26 Period of 'price cutting wars' in 1993, Guardian did not cut its price
21.25 Discussion of the change in competition between papers
23.10 Discussion of how the Guardian brand changed between 1993 and 1996
25.15 The Guardian a 'paper with a mission'
26.39 Great array of characters on staff at the Guardian and the Observer
29.50 Industrial relations within the paper

Access to recording via GNM Digital Repository

Copyright: Guardian News & Media Ltd and David Brook