To get featured in The Guardian, give its journalists genuine news, data or expert insight on their beat. Guardian editorial cannot be bought: the paper is owned by the Scott Trust to protect its independence. United Press helps shape and pitch stories Guardian journalists can use, and builds wider coverage for your brand in the meantime.
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Get Featured NowHow The Guardian Actually Works — and What That Means for Coverage
The Guardian is not owned by a proprietor. Since 1936 it has been owned by the Scott Trust, which exists for one stated purpose: to secure the paper’s financial and editorial independence in perpetuity. When the Trust was reconstituted as a limited company in 2008 that purpose was written into the constitution in terms that cannot be altered or amended, and the company is barred from paying dividends, so no individual can ever personally profit from it. Understanding that structure explains almost everything about how the paper behaves.
It also explains the business model. The Guardian has deliberately never put up a paywall. It is funded instead by readers who choose to pay for something they could read for nothing — roughly 1.3 million active supporters, and digital reader revenue that has grown from close to zero to over £100 million a year in under a decade. A paper funded directly by its readers answers to its readers, which is why its desks are unusually resistant to commercial pressure.
Editorial and Guardian Labs are different things
This is the distinction that matters most, and the one most often blurred when agencies talk about “getting you into the Guardian”. Editorial content is commissioned by journalists working to the paper’s editorial code. Commercial content is produced separately through Guardian Labs, its branded content division, and it is labelled as such on the page. The two do not mix, and a reader can always tell which one they are looking at. Anyone who implies otherwise is either confused or hoping you are.
What Guardian desks actually commission
The paper’s strongest territory is where its readership is: climate and environment, social affairs, inequality, technology’s effect on people rather than its funding rounds, culture, and business examined through its consequences. A story lands there when it has evidence behind it and a public-interest angle that holds up without your brand attached. The reverse also holds — a product announcement, however well written, is not a Guardian story and no amount of pitching turns it into one.
Our position on it
We tell you before any work starts which publication we are working towards and whether your story is a realistic fit for it. Where a placement is contracted, the title is named and agreed with you in advance — non-publication does not happen, and the replace-or-credit line in our terms is a formality rather than a caveat. Where a title commissions purely on editorial merit, we say so plainly and tell you what would have to be true of your story for its desk to be interested. United Press has worked in earned media since 2001, and being straight about that difference is the reason clients stay.
Send us the story and what you need it to achieve, and we will tell you honestly whether The Guardian is the right home for it or whether another title serves you better.
How coverage in The Guardian really works
The Guardian is owned by the Scott Trust, and its journalism is not for sale. Commercial content is made separately by Guardian Labs and labelled as paid or advertiser content, so readers can always tell the two apart.
The routes, in the order they usually work
- A story for the right desk. Business, technology, environment, society, money, food or travel, each with its own editors. A human story with public interest and something new to say.
- Expert comment. Specialists are quoted in news stories and explainers. A clear view, available quickly, is the most reliable first appearance.
- Opinion. Opinion editors take pitches from outside writers: one argument, made clearly, on a subject that is in the news.
- Letters. Short responses to published articles, a long-standing part of the paper.
What Guardian editors look for
- Public interest, not promotion.
- Evidence, and voices readers do not usually hear.
- Honesty about the other side of the argument.
We secure guaranteed placements in named titles from our partner inventory. In the UK this includes The Times, the Evening Standard, The Independent, The Sun and Entrepreneur UK; internationally it includes USA Today and editions of Forbes, GQ and Vogue. Some titles publish these as partner or sponsored content, and we tell you the exact label before you approve. Each placement is agreed in writing before work begins. Coverage on the BBC and Sky News, and in The Guardian and The Telegraph, is editorial: we pitch journalists with a strong story, but no agency can guarantee it.
Written by the United Press editorial team, 4 October 2026.
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