Without regularly published research, any claim to editorial superiority lacks merit. Of course, it helps if you have an in-house research department to help further your cause. But even without this edge, you still can publish a stream of high-value statistical content. Any B2B publisher seeking to build a reputation as an authoritative source invests…
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The need for an immediate management policy overhaul was the leading theme of tweets in December. As the month reached a cloudy close, most editors had yet to reach a conclusion about best way to staff up for January and beyond. Concern about whether or not staffs would resume a regular office routine was far…
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For many B2B editors during the past year, field trip budgets have been under a cloud. Gone are the days when aggressive travel schedules were par for the course. In my previous role as an editor-in-chief, I spent plenty of days each year meeting industry leaders. Staff members did not travel as often, but most…
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This month’s summary of my posts on Twitter leads off with a special series of tweets explaining how to identify graphics superiority in competitive analysis reports. Four measurable factors should always be present: Total number of pages carrying editorial content Number of pages with four-color graphics Number and percentage of all-type (unillustrated) pages Number of…
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Taking time to build solid industry connections is paying off for editors during convention coverage assignments. Gone are the days when they could simply roam conference halls collecting newsworthy quotes from readily available show attendees. Increasingly, one editorial director warns, “you have to call in advance to make appointments with authoritative sources.” Established connections are…
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For many top B2B editors, earning the associate publisher title used to be an elusive reward. In other cases, where a debut issue is involved, associate publisher is tacked on right from the start. No matter what preference satisfies top management, there are clear criteria for whether or not the upward step has already been…
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Does your editorial content include enough fear factors? Why are solution-oriented ledes more instructive than problem-oriented intros? How is the way you cover conventions the best test of content exclusivity? Why are women better editors than men? Do medical e-newsletters include too much red tape? Is your editorial marketing program in fighting shape? These are…
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Existence of strong editorial “fear factors” is a key issue when I evaluate existing publications serving a given market. Until now, my approach included matching up my client vs. competition in terms of five “fear factors.” What occurred to me, perhaps now more than in the past, was how many firms did not measure up…
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August tweets from Editorial Solutions Inc. (ESI) covered hot B2B topics such as staff productivity measurement, editorial burnout signs, and useful ESI books. Of particular note this month is the availability of ESI’s self-scoring Marketing Arsenal. This exclusive 10-factor review deserves immediate attention, considering the heavy competitive activity B2B editors can expect in the months…
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“Who says Church & State is ancient history?” That recent Tweet drew prompt responses from concerned editors. When quid pro quo coverage for ad buys is demanded, snapped one editorial director, “to me it sends a signal the publisher doesn’t believe in their product.” Another manager admitted that “keeping Church and State apart has become…
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