Try 25-Factor Editorial Performance Scoring for Competitive Insights
Every B2B editor or publisher should create a scoring system that quantifies editorial quality strengths and weaknesses. The information such a system provides will prove especially useful when a competitive match-up is in play. Even then, you can’t rest—you should always be considering ways to improve your system.
If you are not sure where to start, I invite you to take a look at the system Editorial Solutions Inc. (ESI) has developed. It actually quantifies the full spectrum of possible print media factors: quality, graphics, news sections, headlines, and at-show issue content.
The ESI system takes into account 25 factors critical to editorial quality. These include editorial column effectiveness, editorial presence at events, reader involvement devices, format variety, contents page impact, reference value, balanced content, last editorial page, and graphics. (For a complete list, see my book Get Serious About Editorial Competitive Analysis.)
By the way, a complete system needs to include art as well as editorial copy. In the ESI system, graphics scoring receives additional analysis focusing on three best-practice principles:
- At least 80% of pages carrying editorial content use four-color illustrations.
- No more than 20% of editorial pages rely on all-type layouts.
- At least 20% of pages carrying editorial content offer infographics.
These goals are on the low side, but they are achievable. Ideally, every editorial page should include a graphic element: No all-type presentations allowed!
Do you have questions about how to create your own scoring system? Feel free to contact me firstname.lastname@example.org or call me at (201) 569-7714 to arrange a quick brainstorming session.