From the start, The Guardian has emphasized the importance of supporting quality journalism, a strategy that’s worked to bring in members whose values are in sync with The Guardian’s goals. Managing director David Magliano confirmed that paid members don’t receive any special content as part of their membership.The Guardian alerted readers to the membership option with brief messages placed on its site; intensive testing was performed to fine-tune the placement and content. Thirty messages were tested; some were placed at the bottom of articles, and others were positioned as pop-up ads displayed to visitors with ad blockers on. Links to stories were also used to entice potential subscribers.In addition, social media outlets were used to advertise the membership program. As SODP recently reported, a large number of media brands are developing a strong social media presence in an attempt to leverage the massive number of young users.