Are coffee shops the future of all media and other questions to which the answer is 'definitely not'

theMediaBriefing reporting:
The Guardian briefly set the Twittersphere alight today with the launch of its coffee shop in London's hip Shoreditch district, allowing armchair comedians to ask whether the venerable liberal newspaper group has finally cracked and genuinely gone mad.

The more prosaic answer to what's going on is that Guardian News & Media is investing heavily in its brand, something most publishers are relatively shy to do. This follows The Guardian's Masterclass learning sessions, Open Days for readers and the launch of Witness, an impressive way to harness readers' comments, pictures and views.

Remember when national newspapers all bought TV advertising to boost sales? The Guardian's Little Pigs TV ad is a rare example of a news brand seriously investing in above-the-line consumer marketing.

As a business it may have a long way to go to reaching sustainability and this isn't the answer - it may even add to the problem by adding even more costs - but let's not criticise GNM for trying something new and boosting its brand.
http://briefing-media.msgfocus.com/q/14qB9udut9rs24/wv