It is the next stage in the rolling out of The Guardian’s new ‘paid membership’ scheme for readers and commenters that we want to see. This was the summary of the plan by The Financial Times last week — unaccompanied, as far as we know, by any comment or analysis, so far:
The Guardian has launched a paid membership scheme, as it seeks to narrow operating losses that reached £33.8m last year.
The newspaper, which has resisted charging for access to its online content, will offer readers access to events and a new purpose-built venue near London’s King’s Cross.
Top-level members, known as patrons, will be charged £60 per month and will also have access to tours of the Guardian’s newsroom and print site. Mid-tier “partners” will pay £15 per month, while non-paying “friends” will also be able to book tickets to events.
The Guardian has no pressing need for profitability, with £842.7m in cash as of March, after selling its stake in car magazine Auto Trader.
We hope that there is more to this idea than supplying forms of theatre – either professional entertainment, or the thrilling chance to watch genuine Guardian journalists and editors tapping at their computers. We resist cynicism, at post-Gutenberg. Yet the reminder that came instantly to mind was of the ancient ruses in Europe for diverting the populace from noticing social inequality – known as ‘bread and circuses’. This was an accusation also levelled at the splendid Medici family, at the pinnacle of its wealth and power in Florence during Italy’s Renaissance:
… The days of adventitious sharing in the noise and warmth within an open palace door and a hand-out of the leavings were over; the populace was firmly excluded from the pleasures of the rich.
A similar withdrawal took place with publicly organized occasions of holiday mood. Bread and circuses: Lorenzo de’ Medici was accused of soliciting in the 1470s and 1480s the support of those excluded from a voice in government by lavish public entertainments: tournaments, street pageants. … In a republic that had been subtly manipulated into a narrow oligarchy it was natural … for opponents of this tendency to remember with alarm how the emperors who subverted the republican constitution of ancient Rome had employed gladiatorial and wild beast combats to occupy simple minds. A century after Lorenzo, however, with the rising price of bread and popular insurgency that rose with it, the issue of diversion was seen in terms of practical contemporary politics. ‘Because the common people are unstable and long for novelty, wrote Giovanni Botero in 1589 in his Reason of State, ‘they will seek it out for themselves, changing even their government, and their rulers if their prince does not provide some kind of diversion for them.’
— The Civilization of Europe at the Renaissance, John Hale, 1994
Bread-and-circuses is surely not what Alan Rusbridger, The Guardian’s editor, has had in mind, in his speeches and interviews about the ‘mutualisation’ of journalism. This is what he said on the site of Harvard’s Nieman Journalism Lab, in replying to a British commenter on a blog post about turning readers into paying members as an economic survival model for media organisations (part of their exchange):
Han Gough •
It’s certainly interesting. And I’d be happy to support the Guardian. But I can’t for the life of me work out what benefits I would gain from membership. I live in a university town in the south west of England and there are no events scheduled in a 300 mile vicinity! And that building looks nice but I’m never going to get to use it. To be a Guardian “member” must one live in Islington???
I feel that the Guardian’s values, and it’s history as the Manchester Guardian, have been somewhat lost in translation. […]
alan rusbridger •
Han, this is a beta launch of something that will become more interesting in a few months and still more interesting once the Midlands Goods Shed is up and running. We haven’t forgotten the rest of the country (or the rest of the world) and will announce further and better plans. This is just the initial announcement…. a *very* soft launch. And thanks for kind words about the Guardian.
Han Gough •
Wow. Thanks for your reply. I wasn’t expecting that. I only posted here because there didn’t seem to be anywhere else to comment.
It sounds like a wonderful idea. And I can see how it would be really exciting if I lived in central London. But £15/month is quite a lot of money. […]. And even if you did put on an event at some point in Exeter (which is where I am), will you ever manage to put on £15-worth of events every month?
Also one of the reasons I like and read the Guardian is for its socially progressive values but this feels regressive at first sight. It’s providing opportunities for an already privileged segment of people: those who are cash-rich and live in London. That’s what I meant when I said it seemed out of step with the spirit of the Manchester Guardian. I can really understand why the Scots have had enough. It is this mentality that London and the south east of England gets the lion’s share and the rest of us roll over and pay for it. […] Thanks again for your reply.
The reason why Han Gough living in Exeter, in England, had to go to a site owned by an American university to react to the Guardian scheme is because that newspaper did not allow public comment on it. A box beneath the notice about it on The Guardian’s site invited readers to submit feedback on a form whisked invisibly into the paper’s mysterious innards. Ah so!
What would be better – much better – than what we have seen, so far, of The Guardian’s plan? Strangely enough, it was from the comments section of that Nieman site at Harvard that someone outstandingly practical contacted post-Gutenberg with the answer, three years ago. This is how our report about this most helpful encounter began:
A stranger, someone astute and entrepreneurial, emailed me about a comment posted in a discussion about the future of journalism on the site of Harvard’s Nieman Lab. ‘I think you’re on the right track with your focus on the business-model issue,’ he said.
He was referring to an outline of a means for old media organisations to move into post-print publishing in a Networking Age in which readers want to be more than passive audiences – to do more than influence stage management and be free to perform themselves. I set out a scheme for turning readers into financial stakeholders or co-owners – experimentally, at first, on parts of newspaper sites – suggesting that this might be an ownership structure for the future.
The essence of the idea was that every subscription would also be a share or financial stake in prospective profits. It would be an inducement for each reader or viewer to help bring many more visitors to a site. It would both help the site owner to attract more advertising and – implicitly – reduce dependence on advertising, if the concept of subscription-stakes caught on and went viral. …
[ continues here: ‘Co-owning media is on the horizon …‘ … ]
Can Alan Rusbridger do what he must to make a true mark on media’s future history?