Event

In September 2024, the Guardian Media Group announced that it was in negotiations with Tortoise Media to sell The Observer, its Sunday newspaper.1 The sale was finalised in December 20242 and Tortoise Media is expected to take control of the title in March 2025.

Under the deal, control of the Observer will be shifted away from Guardian Media Group to Tortoise Media, with the Scott Trust remained as a part-owner,3 taking a nine per cent stake in Tortoise Media. It also committed £5m to the company.4 It took positions on the editorial and commercial boards of the company.5 The cash amount that Tortoise paid to the Scott Trust is not public.

Staff were offered voluntary redundancy “on enhanced terms” or a transfer to Tortoise Media on their existing contracts. Freelancers were extended to September 2025.6 Staff were reportedly told there would be no redundancies as a result of the deal7 though a provision in the Guardian’s house agreement that protected staff from compulsory redundancies may not carry over to Tortoise, according to Press Gazette.8

In January 2025 management settled a deal with affected staff, extending the period for voluntary reundancies to 5 February; enabling Observer staff to apply for internal Guardian positions for a further two years; guaranteeing that any redundancies made over two years will be the same as the “enhanced terms”, and that six new roles would be created at the Guardian to support the title’s weekend output.9 NUJ members at the Guardian and Observer subsequently voted to back the sale.10

Context

The Observer may be the world’s oldest surviving Sunday newspaper, first published in 1791, which grants it a historical and cultural significance (The New York Times reports that it was first published a day before Mozart’s death and covered the French revolution). It was purchased by The Guardian (then Guardian and Manchester Evening News Ltd) in 1993 from Lonrho PLC after 13 years of ownership.11 Part of the appeal of The Guardian was reported to be that it would continue to publish The Observer as a separate title, where a different suitor – The Independent – planned to merge it with its existing Sunday paper.12

The Observer’s separate brand was only minimally maintained during the shift to digital. It exists as a subsection of The Guardian’s website, with little meaningful distinction between the two. Leading up to the sale, Guardian Media Group reported that the title was ailing, however, a report in the Telegraph said that the title made a £3m profit in the year to March 2024.13

Tortoise Media was founded by James Harding formerly of BBC News and the Times of London, and Matthew Barzun, former U.S. ambassador to the UK. It was founded in 2018.14

Reactions

Internal

In December 2024, prior to the approval of the sale, journalists at The Guardian and The Observer voted for a two-day strike with the backing of the National Union of Journalists.15 Laura Davison, general secretary-elect of the NUJ, said that “tthe massive vote to take this step shows journalists’ desire to publicly highlight to readers and those in charge their collective concerns about the future of the title”.16 The first strike took place on 04-06 December. A second strike was held 12-14 December.17

In an open letter, staff of both newspapers responded to an op-ed written by Scott Trust chair Ole Jacob Sunde. In particular, they disputed his claim that the Trust had consulted with staff prior to approving the sale, saying that directors had refused or ignored their approaches. They also questioned how £5m investment for a nine per cent stake was a good deal; how the Observer would have greater chance of success without the economy of scale offered by GMG; how putting the Observer behind a paywall at Tortoise fulfills the goal of ‘promoting liberal journalism’ and why Tortoise was the only entity with which the trust explored a sale.18 This open letter includes a signature from Haroon Siddique, the current Journalist Director on the Scott Trust (2022 -), and Nils Pratley, former Journalist Director (2016 – 2022).

In a separate response, editor at the time of the sale Paul Webster said that Sunde and the Trust refused to consult him on the sale and refuse his request to address the Trust in person on the matter.19 Webster had set his retirement for November 2024 before the sale was revealed.20 Similarly, current and former foreign correspondents at the Observer expressed their concern that Tortoise would not have the ability to continue “an unparalleled tradition of courageous international reporting”.21

Five former editors – John Mulholland, Alan Rusbridger, Will Hutton, Roger Alton, and Jonathan Fenby – joined Webster in signing a letter of protest against the sale.22 “We admire James and the work Tortoise has done, especially in podcasting, but note that his company has never, in six years, made a profit”, the letter said.23

Katharine Viner, editor-in-chief of Guardian News and Media, said that “…we’re confident we have agreed the best possible way forward for the title’s journalists, its readers and the future of both the Observer and the Guardian. It is a model that will see investment in journalism and journalists, enshrines the Scott Trust’s values in the Observer’s future, and protects the Observer and Guardian’s ability to produce trusted, liberal journalism”.24

In February 2025 it was reported that around a third of Observer staff (24) would take redundancy, with 46 set to transfer to Tortoise Media.25

External

Sarah Sands, former editor of the Sunday Telegraph, wrote fondly of Tortoise Media founder James Harding from their time at the BBC. She described Lucy Rock as “a proper working journalist” and “much admired”. She cites an anonymous former senior figure at the Guardian as being “baffled” by the response of staff to the “hopeful option they had before them”. She herself is “optimistic”.26

Prior to the sale completing, in November 2024 Dale Vince, “green energy tycoon”, expressed interest in purchasing The Observer if the Tortoise Media deal fell through. He did not provide further information.27

The UK Government Department for Digital, Culture, Media & Sport sent letters to both the Guardian Media Group and Tortoise Media requesting information about the sale in order to determine whether it needed further scrutiny for compliance with the Enterprise Act. The Financial Times reported that those familiar with the deal saw no reason that the government would have grounds to object.28

Mayor of London Sadiq Khan privately sent a letter to Guardian Media Group CEO Anna Bateson noting the striking staff’s desire to ‘protect the future and security of an organisation that champions progressive values’ and that ‘for the future of liberal journalism’ a pause in negotiations with Tortoise Media seemed ‘the sensible way forward’. The letter was apparently not responded to.29

Timeline

17/09/24Guardian Media Group announces it was exploring a sale to Tortoise Media.30
18/09/24NUJ delegates pass vote of no confidence in GMG, Scott Trust.31
20/11/24NUJ delegates vote to strike over planned sale.32
04/12/24Journalists at The Guardian and The Observer begin two-day strike.33
05/12/25Sadiq Khan sends a letter to Guardian Media Group expressing concern.34
06/12/24Sale is approved by the Scott Trust and Guardian Media Group.35
12/12/24Journalists at The Guardian and The Observer begin second two-day strike.36
18/12/24Lucy Rock appointed print editor at The Observer, succeeding Paul Webster.37
22/01/25Guardian management settles deal with staff.38
23/01/25NUJ members vote to support sale.39
22/04/25Sale completes, Tortoise Media assumes ownership.40

Footnotes

  1. Guardian Staff. 2024. Guardian parent company in talks over potential sale of Observer. The Guardian. 17 September. https://www.theguardian.com/media/2024/sep/17/guardian-parent-company-in-talks-over-potential-sale-of-observer ↩︎
  2. Guardian Staff. 2024. Sale of the Observer to Tortoise Media agreed in principle. The Guardian. 6 December. https://www.theguardian.com/media/2024/dec/06/sale-of-observer-to-tortoise-media-agreed-in-principle ↩︎
  3. Sunde O. J. 2024. We want what’s best for the Observer – and the Guardian. That’s why the deal with Tortoise makes sense. The Guardian. 7 December. https://www.theguardian.com/commentisfree/2024/dec/07/best-for-the-observer-guardian-deal-tortoise ↩︎
  4. n.a. 2024. UK’s Observer, the world’s oldest newspaper – founded in 1791 – is sold. Associated Press. 18 December. https://nypost.com/2024/12/18/media/uks-observer-the-worlds-oldest-sunday-newspaper-founded-in-1791-is-sold/ ↩︎
  5. Guardian Staff. 2024. Sale of the Observer to Tortoise Media agreed in principle. The Guardian. 6 December. https://www.theguardian.com/media/2024/dec/06/sale-of-observer-to-tortoise-media-agreed-in-principle ↩︎
  6. Rackham A. 2024. Observer newspaper sale to Tortoise Media approved. BBC. 6 December. https://www.bbc.com/news/articles/c89xvjz75l1o ↩︎
  7. Guardian staff. 2024. Journalists begin second strike over proposed deal to sell the Observer to Tortoise Media. 12 December. https://www.theguardian.com/media/2024/dec/12/journalists-second-strike-proposed-deal-sell-observer-tortoise ↩︎
  8. Ponsford D. 2025. Guardian management agrees deal with staff over Observer sale dispute. Press Gazette. 22 January. https://pressgazette.co.uk/news/guardian-management-agrees-deal-with-staff-over-observer-sale-dispute/ ↩︎
  9. Ponsford D. 2025. Guardian management agrees deal with staff over Observer sale dispute. Press Gazette. 22 January. https://pressgazette.co.uk/news/guardian-management-agrees-deal-with-staff-over-observer-sale-dispute/ ↩︎
  10. Cahill H. 2025. Guardian journalists vote for sale of Observer to Tortoise Media. The Times. 23 January. https://www.thetimes.com/business-money/companies/article/guardian-journalists-vote-for-sale-of-observer-to-tortoise-media-q7zlmff0s ↩︎
  11. Darnton J. 1993. THE MEDIA BUSINESS; The Observer, London paper with a long history, is sold. New York Times. 30 April. https://www.nytimes.com/1993/04/30/business/the-media-business-the-observer-london-paper-with-a-long-history-is-sold.html ↩︎
  12. Darnton J. 1993. THE MEDIA BUSINESS; The Observer, London paper with a long history, is sold. New York Times. 30 April. https://www.nytimes.com/1993/04/30/business/the-media-business-the-observer-london-paper-with-a-long-history-is-sold.html ↩︎
  13. Warrington J. 2024. Observer posts £3m profit ahead of potential sale to loss-making start-up. The Telegraph. 24 November. https://www.telegraph.co.uk/business/2024/11/24/observer-posts-3m-profit-ahead-of-potential-sale/ ↩︎
  14. Nelson E. 2024. The Guardian sells U.K.’s oldest Sunday paper to a media start-up. The New York Times. 6 December. https://www.nytimes.com/2024/12/06/business/guardian-observer-sale.html ↩︎
  15. Glynn P. 2024. Guardian and Observer journalists go on strike. BBC. 4 December. https://www.bbc.com/news/articles/cr7v5p0jzdmo ↩︎
  16. Glynn P. 2024. Guardian and Observer journalists go on strike. BBC. 4 December. https://www.bbc.com/news/articles/cr7v5p0jzdmo ↩︎
  17. Guardian staff. 2024. Journalists begin second strike over proposed deal to sell the Observer to Tortoise Media. 12 December. https://www.theguardian.com/media/2024/dec/12/journalists-second-strike-proposed-deal-sell-observer-tortoise ↩︎
  18. n.a. 2024. Key questions about the sale of the Observer that remain unanswered. The Guardian. 9 December. https://www.theguardian.com/media/2024/dec/09/key-questions-about-the-sale-of-the-observer-that-remain-unanswered ↩︎
  19. Webster P. 2024. As the Observer’s editor, I was not consulted on its sale to Tortoise Media. The Guardian. 9 December. https://www.theguardian.com/media/2024/dec/09/as-the-observer-editor-i-was-not-consulted-on-its-sale-to-tortoise-media ↩︎
  20. GNM Press Office. 2024. Guardian News and Media announces retirement of Paul Webster, editor of the Observer. 16 July. The Guardian. https://www.theguardian.com/gnm-press-office/article/2024/jul/16/guardian-news-and-media-announces-retirement-of-paul-webster-editor-of-the-observer ↩︎
  21. n.a. 2024. Why foreign correspondents are alarmed and dismayed at plans to sell the Observer. The Guardian. 10 December. https://www.theguardian.com/media/2024/dec/10/why-foreign-correspondents-are-alarmed-and-dismayed-at-plans-to-sell-the-observer ↩︎
  22. Ponsford D. 2024. Six former editors urge Scott Trust not to ‘gamble’ with future of Observer. Press Gazette. 27 November. https://pressgazette.co.uk/news/observer-editors-letter-tortoise-sale/ ↩︎
  23. Warrington J. 2024. Observer sale must be paused, says former Guardian editor. The Telegraph. 27 November. https://www.telegraph.co.uk/business/2024/11/27/observer-sale-must-be-paused-says-former-guardian-editor/ ↩︎
  24. Rackham A. 2024. Observer newspaper sale to Tortoise Media approved. BBC. 6 December. https://www.bbc.com/news/articles/c89xvjz75l1o ↩︎
  25. Ponsford D. 2025. Around one third of Observer staff ‘taking redundancy’ ahead of Tortoise transfer. Press Gazette. 12 February. https://pressgazette.co.uk/publishers/nationals/observer-journalists-tortoise-transfer/ ↩︎
  26. Sands S. 2024. The Observer sale is good news – time to embrace the future. iNews. 19 December. https://inews.co.uk/opinion/observer-sale-gaurdian-strike-doom-mongering-all-wrong-3441928 ↩︎
  27. Thomas D. and Pickard J. 2024. Dale Vince expresses interest in acquiring The Observer. Financial Times. 30 November. https://www.ft.com/content/feb779a2-4c39-4a0b-85bf-99484e47d71e ↩︎
  28. Thomas D. 2025. Observer newspaper deal attracts government scrutiny. Financial Times. 15 January. https://www.ft.com/content/20e27181-9aab-4843-87a1-56c554e88294 ↩︎
  29. Geoghegan P. 2025. Sadiq Khan pleaded with GUardian bosses to ‘pause’ Observer sale. Democracy for Sale. 26 April. https://democracyforsale.substack.com/p/sadiq-khan-pleaded-with-guardian-bosses-observer-sale-tortoise ↩︎
  30. Guardian Staff. 2024. Guardian parent company in talks over potential sale of Observer. The Guardian. 17 September. https://www.theguardian.com/media/2024/sep/17/guardian-parent-company-in-talks-over-potential-sale-of-observer ↩︎
  31. n.a. 2024. Note for Sale: Save the Observer. National Union of Journalists. 18 September. https://www.nuj.org.uk/resource/sale-of-the-observer.html ↩︎
  32. Isaac A. 2024. Guardian and Observer journalists to strike over sale of the Observer. 20 November. https://www.theguardian.com/media/2024/nov/20/guardian-and-observer-journalists-to-strike-over-sale-of-the-observer ↩︎
  33. Glynn P. 2024. Guardian and Observer journalists go on strike. BBC. 4 December. https://www.bbc.com/news/articles/cr7v5p0jzdmo ↩︎
  34. Geoghegan P. 2025. Sadiq Khan pleaded with GUardian bosses to ‘pause’ Observer sale. Democracy for Sale. 26 April. https://democracyforsale.substack.com/p/sadiq-khan-pleaded-with-guardian-bosses-observer-sale-tortoise ↩︎
  35. Rackham A. 2024. Observer newspaper sale to Tortoise Media approved. BBC. 6 December. https://www.bbc.com/news/articles/c89xvjz75l1o ↩︎
  36. Guardian Staff. 2024. Journalists begin second strike over proposed deal to sell the Observer to Tortoise Media. 12 December. https://www.theguardian.com/media/2024/dec/12/journalists-second-strike-proposed-deal-sell-observer-tortoise ↩︎
  37. Guardian Staff. 2024. Observer appoints Lucy Rock as editor as Tortoise Media sale confirmed. The Guardian. https://www.theguardian.com/media/2024/dec/18/observer-appoints-lucy-rock-as-editor-as-tortoise-media-sale-confirmed ↩︎
  38. Ponsford D. 2025. Guardian management agrees deal with staff over Observer sale dispute. Press Gazette. 22 January. https://pressgazette.co.uk/news/guardian-management-agrees-deal-with-staff-over-observer-sale-dispute/ ↩︎
  39. Cahill H. 2025. Guardian journalists vote for sale of Observer to Tortoise Media. The Times. 23 January. https://www.thetimes.com/business-money/companies/article/guardian-journalists-vote-for-sale-of-observer-to-tortoise-media-q7zlmff0s ↩︎
  40. Guardian Staff. 2025. More information about the Observer moving to Tortoise Media. 8 April. https://www.theguardian.com/info/2025/apr/07/observer-faqs ↩︎