Recent e-news studies conducted by Editorial Solutions, Inc. cite a shortfall of articles containing direct quotes. Especially lacking: quotes from end-user sources. When quotes are used, usually they are not based on contact between editor and source. Instead, information posted clearly is word-for-word rewrite of PR announcements. Result: information often is hard to read —…
Read more
When you sponsor a launch, your goal is to demonstrate total editorial capability/resources. Obviously you want to impress readers with authoritative content produced by an industry-wise staff. Doing it right scares the dickens out of any existing competitors that have been getting by with a minimum- value editorial package. On the other hand, second-string execution…
Read more
No competitive analysis discussion is complete without special attention to expectations for an editor- in-chief’s personal column. In fact, each column should reflect”insider status” as opposed to “observer” status. There is a difference. Specifically, the insider attempts to propose solutions to an industry problem his/her column reviews. The best an observer can do is describe…
Read more
Recently I learned of a fracas occurring when the editor of a consumer magazine took a stand contrary to widely-held views of the audience. Readers were outraged and some corporate execs were incensed enough to cancel their advertising schedules. Ultimately, probably when backed into a corner, publishing top management dismissed the offender. The situation reminded…
Read more
For those of you striving to keep your e-news content in fighting shape, here are some tips you may wish to incorporate into your next e-newsletter. E-newsletter lead article must reflect evidence of enterprise. Focus on a hot issue and gather high-value direct quotes from at least five sources. Characterize your e-newsletter package. One site…
Read more
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,…
Read more
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…
Read more
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.…
Read more
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…
Read more
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…
Read more