When typical magazine competitive analysis strategy is mapped out, usual emphasis is on what the words say rather than evidence of graphics expertise. Thus editors may be asked to track number of pages devoted to specific product categories. Or attention might be paid to “first and only” achievements by opposing parties. Such approaches, of course,…
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Recently I repeated my ongoing role of judging Best Headline entries in the annual AZBEE competition sponsored by the American Society of Business Publication Editors. As in the past, the usual snafus were present here and there. So it appears that there’s still a need to provide my annual refresher. This installment covers nine ways…
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You might think that providing clear objectives to writers would be a no-brainer for most assigning editors. But in today’s environment of work overload, nothing can be assumed. During a recent project focusing on e-news improvement, I found evidence that assignments were being made in haste. Adequate direction on story angles and contacts were lacking.…
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Has the true editorial mission of B2B editors gotten lost in the shuffle of new technology combined with a tight economy? To provide some answers, I recently posted a 20-factor exam on the American Society of Business Editors national site. The blog was the highest traffic puller during the past several months. Time spent per…
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In my pre-consulting days, when I was VP/editorial of a leading B2B multi-publisher, proper complaint handling was accorded high priority. First, we had a written policy in place. Second, we ran periodic complaint-handling workshops for new editors and/or salespeople. The session usually was led by our executive vice president. Here are five policy excerpts specifically…
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Publications that successfully serve retail audiences strive to produce a steady dose of meaningful statistics. One way to get there is via running your own consumer audit. It takes a bit of organizing, but the results are worthwhile. Here’s a typical procedure you might follow: Arrange with a key group of reader contacts — such…
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Talented writers promoted into management roles may not be up to speed on possible legal snafus. In my VP/editorial director days, I ran periodic in-house workshops reviewing common oversights that could bring on battlefield conditions. The trap that invariably lands even some most experienced editors in hot water involves mid-stream reporting of unsettled disputes. The…
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Considering today’s huge workloads, top management should be less inclined to question editorial staff performance. Clearly, double-duty job descriptions requiring creation of high-quality content for magazines and websites are pushing editors to new limits. If anything, top brass must be more tuned in to the possibility that productivity breaking points may already have been reached.…
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Every so often, I field questions about the value of editorial boards. In fact, considering all the other stuff on our plates today, forming and then overseeing a board is a time-consuming process. For that reason, many of you might like to defer getting started. On the other hand, once you have an authoritative, dedicated…
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One of the most important values B2B can deliver to its readers and advertisers is high-quality editorial research. High quality does not necessarily mean that you hire the most expensive research service to conduct a national study for you . . . although quality certainly is implied when you use outside agencies. What high quality…
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