Logical New Year’s resolution: Bad editorial habits must go!!
I wish I had written the recent editorial column posted by colleague William Dunkerley. Bill publishes two excellent industry newsletters. In one of them—STRAT—he offers a thoughtful assessment of why advertising outlook is gloomy.
A key reason, he states, is long-standing practices that today lack merit must be discarded. When it comes to B2B editorial situations, as Bill correctly observes, we are at a stage where a staggering number of competitors are vying for a static amount of ad revenue. In those circumstances—as I see it—the need to deliver a higher percent of original e-news content must take precedence. Nevertheless, many editors still are required by tremendous workloads to run unedited PR announcements as a convenient way to fill space.
We can argue the merits of that position at another time. Meanwhile, I urge you to read his article.