On only two scores can The Economist hope to outdo its rivals consistently. One is the quality of its analysis; the other is the quality of its writing. The aim of this book is to give some general advice on writing, to point out some common errors and to set some arbitrary rules.
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. Keep in mind George Orwell’s six elementary rules:
1 Never use a metaphor, simile or other figure of speech which you are used to seeing in print (see metaphors).
2 Never use a long word where a short one will do (see short words).
3 If it is possible ...