The Guardian US is starting its pursuit of political ad dollars

The Guardian US is making a concerted effort to win some of the political advertising dollars being spent during this election cycle. It’s the first time the publisher is doing so, according to Luis Romero, the company’s svp and head of sales for North America.

Until now, The Guardian US and its U.K. operation have considered political ads only on a case-by-case basis, according to a company spokesperson, and in the U.S., the publisher has only ever had one inbound campaign for a political candidate, who Romero declined to provide specific details on.

But now Romero’s team will be actively pitching direct-sold ads to advertisers for both political candidates and advocacy groups. He added that he’ll be hiring a political consultant to help establish guidelines for the content of those ads and what The Guardian will accept (or not) based on the publication’s mission.

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