Get Featured in The Independent

The Independent covers UK and world news, politics, climate, business, sport, culture, travel and lifestyle for a national and international audience. Earned coverage usually goes to governments, household-name companies and people already in the news, so a growing business or an individual rarely gets space. A guaranteed placement works differently: it is arranged with the publication before any writing starts, you sign off on the draft, and it goes live on independent.co.uk within a window stated in writing, usually two weeks. It is a real article on the site that you can put in a proposal, a deck or a profile.

What The Independent covers

The Independent is a British national news publication that moved from print to online-only and built a large audience outside the UK, including a substantial American readership. It reports on Westminster and world affairs, climate and the environment, business and money, technology, sport, film, music, books, travel, food and wellbeing. Its lifestyle and culture sections and its IndyBest product reviews are well-known parts of the site.

The voice is clear and accessible, with a name that signals freedom from party allegiance and a long-standing interest in social and environmental issues. Stories that fit tend to connect a person or company to a wider question: a founder building a lower-waste product, a health or wellness expert explaining a trend, a traveler-focused business, an artist with a new release, or an entrepreneur with an unusual route to success.

Who reads The Independent

Readers are a broad, digital audience: people in Britain who follow national news online, and readers in the United States and elsewhere who come for world coverage, culture and lifestyle. They skew toward the curious and socially aware, they read on their phones, and they share stories about people, ideas and products they find interesting.

For a founder, expert or brand, that reach across two markets is the appeal. A feature in The Independent is a name recognized by British consumers, retailers and investors and familiar to many Americans, which matters for companies selling in both countries. It supports a retail pitch, an investor update, a speaker biography, a product page and an introduction to overseas partners.

The Independent writes for a general reader in more than one country, so a feature works when it needs no local knowledge to follow. The strongest pieces open with a person or a problem, explain what is new in simple terms, show some proof that it works, and tie the story to something people are already discussing.

Our starting point is the list of angles below and the one that travels best. Clients often lead with features of a product when the reason they started is what a general reader connects with.

What weakens a pitch

• Greenwashing. Environmental and ethical claims are read closely here, and anything we cannot support stays out because everything we write must be true.
• Insider jargon. This is a general audience, so trade language and acronyms lose readers within the first paragraph.
• A story that only works locally. Without a wider idea or a relatable person, readers abroad have little reason to continue.
• Product specifications alone. A list of features is not a story, while the problem you set out to solve usually is.