“I’d be willing to bet that Guardian readers probably dig a bit deeper for information, that they’re more connected than the average person. They’re probably greater influences.”

Steve Barton, Word of Mouth Marketing Association UK


Founded in 1821, The Guardian’s unique ownership continues to maintain the newspaper’s reputation as a landmark of fierce editorial independence, journalistic integrity and design innovation. The daily offers a unique voice and is “consistently innovative, actively encouraging debate and exerting influence… The Guardian is confident, intelligent and investigative.” (*) IFC Reports strives to follow suit, respecting the style of our host medium. Our reports offer food for thought and action.

The Guardian is also renowned for its number of extremely popular supplements. In fact, some are so popular they positively factor in the readers’ decision to buy the paper. Our reports, distributed alongside these supplements, are also regarded as reliable sources of information.

A leading daily journal, The Guardian is considered the most modern and vibrant newspaper in the country. It has a loyal following of 1.2 million readers and a daily circulation of more than 323,000 printed copies. This totals nearly 14% of the daily market share, of which 86% comes from sold copies – a much larger percentage than The Times, The Independent and The Telegraph.

The Guardian’s readers are “affluent, urban consumers”, the already-made-its and the up-and-coming of the corporate, political and entertainment world. They are loyal readers: seven out of ten read no other quality daily and more than half claim they would not change the paper they read.

The Guardian’s readership:

• 82% are educated to a degree level and above.
• travel 25% more than the average reader of a different quality daily newspaper, taking an average of 2.6 million holidays per year.
• are likely to earn over £40,000.
• 62% of readers are middle to upper class working in managerial, professional and administrative positions.
• stay 15% ahead of the average adult in terms of adopting new technologies, systems or ideas.
• have significantly more links to diverse business and social circles.
• 57% have investments in stocks, shares, unit trusts or ISA’s, totalling an average value of £40,000.

(*) From The Guardian website

Over the past few years, The Guardian has garnered many awards, including the FujiFilm Grand Prix Award 2009. The main supplement, G2, won Supplement of the Year at the British Press Awards 2007, while the 2007 Production Journal Newspaper Awards crowned The Guardian in the categories Newspaper of the Year, Newspaper Printed of the Year and Environmental Newspaper of the Year. The daily’s financial news has also reaped its fair share of mention: in 2006 the Bradford and Bingley Personal Finance and the Association of British Insurer’s both named The Guardian Personal Finance Newspaper of the Year.

Ever since its establishment in 1843, The Economist has advocated a belief in free trade. For over 150 years, independent assessment has been The Economist’s forte; as Geoffrey Crowther, one of the publication’s most illustrious editors said, “The extreme centre is the paper’s historical position”. With a circulation of over a 1 million spread around the world, The Economist is valued for its insightful analysis, accurate reporting and comprehensive coverage by the truly global reader.

In the 2006-07 US Opinion Leaders Study, The Economist came out as the second most influential publication according to the prominent Americans questioned. In a similar survey conducted in Europe (EOLS 2007), The Economist came out on top. By beating such prestigious publications as The Financial Times, Forbes, The Wall Street Journal and Fortune, it is clear that The Economist is a leader in its field. As one of the most influential weekly reads, it brings together up-to-the-minute information from around the world.

From business leaders to political heavyweights, The Economist is read by the most influential people who need to know about issues on a global scale. While watching the stock market in London, they read about US foreign policy and analyse the emerging markets of Asia. They are individuals who turn a page to find out more.

The audience of The Economist is demanding; it is a highly educated one that needs reliable information on top issues quickly. The Economist provides them with that news.

The Economist’s readership:
-nearly 60% have lived abroad for three months or more, while 15% are expatriates.
-earn an average of $175,000 personally, and have an average household net worth of nearly $1.7 million.
-72% are involved in opinion leading activities.
-64% say that reading the magazine helps them influence a debate or discussion.
-are ambitious and claim to have an entrepreneurial spirit and like to keep ideas and innovation fresh at work.
-often use the Internet for business, travel, personal finance and trading.

The magazine I spend most of my days reading is The Economist.” Bill Gates, Chairman and Founder, Microsoft

I used to think. Now, I just read The Economist.” Larry Ellison, CEO, Oracle Corp

It is compelling reading.” Gordon Brown, Prime Minister, United Kingdom

You know that when you read and article is has been well-researched and something you can trust.” Richard Branson, Owner, Virgin Group

IFC Reports has partnered with The Economist since 2007. The magazine’s audience provides us with the challenge of creating a report that appeals to inquisitive minds; minds that demand content of the highest quality. Our product meets that challenge, providing the readers of The Economist throughout the world with information on the nations who choose IFC Reports as their vehicle of communication.



IFC Reports is proud to embark on a new engagement with one of the USA’s most highly respected and longest-running business magazines, Bloomberg Businessweek.

Bloomberg Businessweek is a weekly magazine that has long been regarded as a staple in the business world’s literary diet. since 1929 this magazine has provided leaders of politics, business and industry with insightful perspectives on trends, news and changes in relevant areas of life. late 2009 saw the exciting merger of two media titans when Businessweek joined Bloomberg, one of the globally leading names in financial software, news and data.

With joined forces, Bloomberg Businessweek draws on the unparalleled strengths of both media to deliver a stronger, more indispensable and more respected brand to an even wider audience, and has already become arguably the best source of business reporting in the world. Moreover, the format of the relaunched magazine includes more color, more pages and more celebrity writers.

For in-depth, analytical reporting on the financial markets, industries, trends, technology and economic leaders, millions of people – including corporate executives, professional investors and senior government officials – turn to Bloomberg Businessweek as the most reliable and factual source.



• 52.4% hold a college degree.

• earn a median household income of more than $95,000.

• 41.9% earn an individual employment income of $50,000 or more.

• 38.9% hold professional/managerial positions.

• more than one-sixth hold top management titles.

• median age of Bloomberg Businessweek’s readers is 45.15 years.

Source: MRI Fall 2009

Through IFC Reports and Bloomberg Businessweek, your exposure to an audience that can make a difference for your company, agency or country is radically maximized. see for yourself how our reports can open doors to the world.