Guardian Domain Change

It would appear The Guardian has rolled out their new domain strategy today as announced back in May 2013.

The well established online news site has shifted the domain strategy away from to

The new domain strategy is clearly intended to provide geo-targeting potential for the site with UK, US and AU editions:

This is a sensible long term approach to gaining relevance in markets outside of the UK. However it is also a potentially risky one in the short term given the established authority of the domain.

I personally don’t envy the technical lead in charge of ensuring a seamless transition on this project but with all the great coverage Tug has been getting in the Guardian Online recently we very much hope it all goes to plan!