In a media environment where partisan perspectives often dominate, The Independent is carving out a unique space with its commitment to neutral reporting.
In a polarized media landscape, American readers seek unbiased news sources. That’s where The Independent is gaining ground, with its unique blend of neutrality and fresh perspectives.
During a conversation with Ruth Mortimer, Global President, Advertising Week, at Advertising Week NY, The Independent’s CEO, Christian Broughton, highlighted how the publication’s ethos and commitment to independent journalism resonates across the Atlantic.
The UK-based Independent is making significant strides in the U.S., striking a chord with audiences eager for straightforward news coverage.
By staying true to its independence and rigorous journalism values, The Independent experienced a 120% increase in reader engagement this year – making its model a blueprint for U.S.-based publishers.
Much of the media outlet’s success is rooted in capturing readers “at a moment of curiosity,” says Broughton. That’s true whether they’re seeking clarity on a political decision or looking for recommendations on lifestyle choices. With a mix of hard news and non-news content, the publication has mastered attracting both readers and advertisers looking for a trusted environment to reach audiences.
A Different Kind of News: Why Independence Matters
The Independent’s core philosophy is to deliver unbiased, factual news without aligning with political parties. This neutral approach is a brand promise driving everything the publication does, from investigative reporting to analyzing key political events.
This is why it’s working for American readers. They want news that doesn’t push an agenda in one direction or the other. As one subscriber from Illinois shared, “I really appreciate the way The Independent has an outsider view because it’s not Democrat, it’s not Republican. It just reports the news.”
US Readers Are Flocking to The Independent
In the past year, along with the publisher’s engagement skyrocketing, they also realized an impressive 50% increase in U.S. readership. “If you multiply those two things together, the pages we’re getting now are more than triple what we had in December last year,” Broughton explained. The 2024 election cycle, and global news events, accelerated demand for The Independent’s unbiased coverage.
This surge in U.S. traffic is changing the publication’s landscape. “In the UK, we’ve overtaken competitors like The Guardian in unique users. In the U.S., we’re now within 5% to 8% of where Mail Online is,” Broughton shared. The Independent is appealing to American readers, not by leveraging its Britishness but by offering a fresh, direct perspective on news that resonates with an audience seeking trustworthy journalism.
Beyond the Headlines: Elevating Lifestyle and Video Content
Traditionally known for its news coverage, more than half of The Independent’s content focuses on lifestyle and entertainment, which keeps readers engaged and connected. Bougton explained that the publication’s audience appreciates its news coverage as much as its optimistic, fun, and entertaining approach to non-news content.
The Independent is capitalizing on this insight with plans for scaling lifestyle offerings in the U.S., especially video. “We did like 80 million video views last month,” Broughton noted. This success is attributed to Independent TV and documentary content, like a recent documentary about reproductive rights in the U.S.
Beyond serious topics, the publication focuses on lighter content like travel and wellness. “Travel Smart is a series that we’re going to launch across America very soon,” Broughton teased. Expanding into lifestyle programming, especially on social platforms and YouTube, provides advertisers with new opportunities to connect with this highly engaged audience.
Values-Driven Journalism: Social Justice and Climate Awareness
The Independent’s commitment to progressive values, in areas like social justice and climate awareness also deeply connects with audiences.
“We were pushing for social justice and climate action long before it was fashionable,” Broughton shared. “People don’t really feel strongly about social justice until they see how it’s been disregarded — until they read the stories of people being downtrodden. That’s what gives those values meaning.”
This values-driven journalism has been crucial in maintaining the publication’s credibility and building trust with readers. For advertisers, it provides a space to align with socially conscious content.
“You don’t have to advertise on news brands but think about the context, and the state of mind people are in when they see your ads on other platforms. Are they seeking information, making decisions, and trusting the source? That’s what The Independent creates — a trusted, curious audience at the right moment,” Broughton explained.
Scaling Up and Diversifying Revenue Streams
As The Independent continues its growth trajectory in the U.S., plans are mounting to further diversify revenue through ecommerce, branded content, and retail media. “We’ve heavily diversified our business beyond the usual news brand expectations,” Broughton said.
The publication is also getting a new address in the U.S.
That’s right. One major upcoming change is a move to a new URL — Independent.com — away from the UK-centric, co.uk domain. Broughton believes this will help the brand feel more at home in the U.S. market. “It always felt like we were carrying around a little Union Jack rucksack,” he quipped.
It’s safe to say that The Independent has found the winning formula, and is poised to become an even more significant player in the U.S.