Editor's Desk: Jonathan Eley, Investors Chronicle

The FT Group owned Investors Chronicle has hired the Launch Group to publicise its 150 year anniversary. PRWeek asks the editor how he's celebrating.

Jonathan Eley: editor
Jonathan Eley: editor

Describe the magazine
Investors Chronicle offers investment analysis, advice and tips to private investors. Its great strengths are its independence, rigorous analysis and jargon-free presentation of ideas.

Who reads your content?
In print, we are read mainly by people in or approaching retirement who want to make informed decisions about their financial affairs and investments. Our online audience is younger and proportionately more interested in higher-risk, higher-reward strategies such as trading and shares.

What changes are you planning on your 150th anniversary?
We plan to make more changes to sharpen the writing style further and make the coverage more forward-looking. We also plan to make our core content truly channel-agnostic, rather than leaving print content untouched and bolting online extras on top of it. In terms of the 150th specifically, we have redesigned the logo for one year only, and are running two series of five A5 supplements entitled The Golden Rules of Investing. The first series finishes next week and has touched on wide-ranging topics such as asset allocation, avoiding bubbles, generating income and finding decent advisers. We are also running a 144-page commemorative special edition in September.

Who are your competitors and what makes you different?
In print, our main competitors are Shares (MSM) and MoneyWeek (Fleet Street). The former is heavily focused on trading and shares, while the latter is more generalist and populist. Neither can boast the depth of content that the IC has. Online there is lots of competition for the private investor eyeball, but much of it is underpinned by company or market data, and user-generated content.

What makes a good story for Investors Chronicle?
Something forward looking. Something that challenges conventional thinking. And most of all, something that brings direct benefit for readers - saving them money, or making them money.  Generally we're not interested in stories about companies or investments that are not investable by private individuals, or in 'soft' issues such as corporate and social responsibility, or 'cult of personality' type stories.

Of which story are you most proud?
On a personal level, a feature I wrote in early 2009 about corporate bonds jumps out. It didn't say anything particularly revelatory, but it was a new area of coverage for us at a time when investors were starting to put big money into bond funds. In terms of recent IC items, Claer Barrett has done some excellent stuff on property (winning multiple awards in the process) while Simon Thompson's Bargain Shares portfolio (February each year) has been a consistent winner - literally. It's beaten the market every year but one over the past decade.

What opportunities are there for PRs to get coverage?
Our content offering is broad. We cover assets from gold to stamps. This means there’s plenty of opportunity to pitch ideas. The best days to catch people are Thursday, Friday and Monday.

What are your own personal media must-haves?
I read the comment section of the FT when I can as I enjoy the range of opinions put forward there and the calibre of guest columnists. I like The Economist for its crystal-clear writing style and forthrightly expressed views. I also think the Motley Fool does a pretty good job in making serious subject matter a bit more accessible.

How does your online offering fit in with the magazine?
Increasingly, the blueprint is that it is the same content interrogated in different ways. Magazine readers tend to have time to read the entire product for enjoyment and satisfaction, whereas many online readers dip in and out of the content to get answers to specific questions. We are unusual in charging for online content even for print subscribers and feel that the quality of our content is what enables us to do this.

Circulation: 33,039 paying print and online subscribers, total reach is 87,898 print readers and online registered users

Contact: Stories relating to UK quoted companies

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in