Style Guide, 7th Edition

The first requirement of The Economist is that it should be readily understandable. Clarity of writing usually follows clarity of thought. So think what you want to say, then say it as simply as possible. Use the language of everyday speech, not that of spokesmen, lawyers or bureaucrats. Do not be hectoring or arrogant. Those who disagree with you are not necessarily stupid or insane. Nobody neds to be described as silly: let your analysis prove that he is. Don't boast of your own clevenrness by telling readers that you correctly predicted something or that you have a scoop. You are kmore likely to bore or irritate than to impress them.