The Economist is nowadays, at its 177 years, the only major news brand that remains loyal to the rule of anonymity with which it was born in 1843. As a unique exception, but also as a journalistic model admired and respected around the world, the magazine’s long romance with anonymity, and the reasons why this tradition has been maintained, despite going against the tide, makes interesting reading today, both from a professional and a business point of view. This article analyses and discusses the practice of anonymity in The Economist from its inception to the present, with the idea to connect its perceived advantages with some current debates on the problems of journalism. In order to do that, the article will focus on three editorial and business dimensions—editorial consistency, newsroom management and brand identity—with which the anonymous ethos of the weekly has contributed to strengthening its capacity to remain a unique news brand. Although the advantages of anonymity are the central point of this work, some related problems will also be noted.