Author: Howard Rauch

Editorial portfolio: A powerful tool still ignored by B2B publishers

One of the most effective tools I’ve found for marketing the superiority of your publication is an editorial portfolio to collect and showcase editorial achievements. When I describe the favorable promotion impact of this tool in presentations at B2B sales conferences, the usual response is enthusiastic. But follow-up action is all too rare. Developing and…
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August 16, 2018 0

B2B e-news competitive match-ups could exploit existing vulnerability

Anyone who frequently matches editorial strengths/weaknesses vs. those of competitors will find several angles to pursue via B2B e-news comparisons. Many sites have yet to go the extra mile in terms of delivering a regular flow of high-enterprise content. It’s possible you may be among them—not a good thing if your opposition is much more…
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July 18, 2018 0

Simple formula measures best use of end-user quotes, embedded links

Lack of end-user quotes continues to be a critical flaw observed in B2B e-news delivery. Meanwhile, embedded link usage is not the best at several sites Editorial Solutions, Inc., reviews in its annual studies. As a first step to arrive at quantitative goals for each of these online components, I apply a formula that immediately…
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July 10, 2018 0

July Special: 50% Off on Competitive Editorial Analysis!

For the month of July only, Editorial Solutions is pleased to offer a detailed editorial analysis of one issue of your publication. Your package will include a quality review based on 25 key editorial factors, a separate graphics evaluation, plus a detailed “Fix-It-Alert” to help you identify and improve weak elements of your editorial content.…
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July 3, 2018 0

Expect the unexpected if you allow sources to read articles before publication

Is it okay to allow a source you’ve interviewed to review an article before publication? When asked for a response, many journalists offer an immediate “no way!” Sure—many of us have relented in advance to such requests because the ability to run a great story hung in the balance. On the other hand, your source—even…
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June 27, 2018 0

Editing basics upgrade ideas — Part II: Six reasons why some sites need total revision

How disappointing can B2B e-news delivery get? I had my answer this week while analyzing additional sites for my seventh annual study. The site in question scored 52.9 out of a possible 100 points. This accomplishment landed it among the bottom ten. But it could easily have been recognized as worst of show when it…
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June 19, 2018 0

B2B E-News Needs a Basic Skills Upgrade, Part I

Competitively speaking, today’s B2B e-news is an easy mark for any outsider wishing to invade the market. That conclusion seems quickly drawn every year Editorial Solutions, Inc., conducts its annual B2B e-news delivery study. The most common explanation—which may be valid to some extent—is the heavy workload editors have had to shoulder as spiraling quantitative…
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June 12, 2018 0

All-star ethics panel tackles ad/edit challenge; creative edit ideas; harassment; transparency

Washington, DC — Editor/advertiser relations remain B2B media’s major hurdle. This dim view was shared by Ethics Roundtable panelists during last week’s American Society of Business Publications Editors National Conference. The agreed-upon top concern was a rising movement requiring editors to increase creative contribution to sponsored content program development. “Pressure will come from print advertisers…
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May 23, 2018 0

‘Universality of interest’ is missing ingredient at many B2B e-news sites

When identifying objectives for B2B e-news packages, “universality of interest” should be at the top of your list. The goal involved is obvious: deliver as many articles as possible that will impact most or all of your site’s readership. In fact, many editors are well aware of what developments fulfill the universality requirement. Being able to gather…
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May 4, 2018 0

Editorial neutrality needs protection during sponsored content projects

While ASBPE’s ethics code includes several guidelines defining editorial staff participation in marketing activity, the section requires amendment covering sponsored content activity. A chapter devoted to ethics in my book—Get Serious About Editorial Management—observes that “in larger companies, this requirement is best fulfilled by a representative of the publisher’s sponsored content department. In smaller firms, publishers…
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April 24, 2018 0