The Mercury is positioned to appeal to achievers with a high disposable income, and the upwardly mobile. This includes professionals, business people, opinion makers, political leaders, public servants, and academics as well as sports and arts enthusiasts. Its readers recognise that they should be plugged into their city, province and country and indeed the world to inform their decision-making and achieve success. The newspaper’s crisp and credible reporting ensures that readers get a “head start” every morning.