Guardian media group

• Maintaining GMG's financial health ensures it does not become vulnerable to takeovers by large conglomerates like NewsCorp who owns the times or DMGT who own TDM both of whom have links to the conservative party and its values.
• Profits from the guardian are reinvested in its journalism rather than distributed to owners or shareholders (unlike DMGT and TDM) it is considered a newspaper of record in the UK.
• The guardian's readers tend to hold progressive views, they are motivated by new ideas and innovation, and always have a strong desire to change