20-Factor Test Shows How Well You Fulfill B2B Editing's Key Mission

by Howard Rauch, President, Editorial Solutions, Inc.

What is the key mission of today’s B2B editors? Obviously, the current emphasis on digital editing expertise is overwhelming. We are caught up in the excitement of delivering content to our readership in a host of new formats. And the web has facilitated our ability to be timely, as evidenced by our reliance on social media potential and increased frequency of e-newsletter delivery.

But in the course of putting finishing touches on an ASBPE editorial performance webinar presentation, I became aware of a consistent cautionary note expressed by my sources. That is … we are doing a great job quantitatively; however, this achievement is dimmed by an accompanying qualitative shortfall.

In fact, several editors have expressed this concern during the past year. There’s not enough time to engage in thorough research. Squeezed travel budgets have put a damper on our ability to expand our industry knowledge via productive field trips. There’s no time to adequately train new recruits so that they become star performers quickly.

All this and much more has been complicated by a tendency in our hiring practices – when hiring is allowed – to place highest priority on digital skills as opposed to editorial reporting/story-gathering/field presence potential.

All this mulling reminded me of a workshop I conducted periodically for new editors who joined the B2B organization where I spent 13 of my 21 years as editorial VP. The session – “Becoming Someone in Your Industry” – used a 15-factor self-scoring profile to emphasize techniques designed to enhance one’s authoritative visibility within the industry served.

The original profile was totally focused on print. I’ve updated it slightly to reflect digital considerations and invite you to check out your current performance in terms of delivering top-quality content while simultaneously maintaining high personal visibility. I’ve increased the number of factors considered from 15 to 20. Rate yourself on a Yes/No basis. Award five points for every Yes, zero points for every No. If you have a “No” overload, consider how you might turn each negative into a positive.

‘BECOMING SOMEONE …’ SELF-SCORING EDITORIAL PROFILE

Field trips include reader visits rather than just show coverage. SCORE: _____

I write a feature article in every issue. SCORE: _____

I write at least one high-enterprise e-news article per week. SCORE: _____

I am conversant with every new industry trend. SCORE: _____

My blogs reflect insider commentary rather than just blurb thinking. SCORE: _____

Whenever possible, my blog is presented in video format. SCORE: _____

I respond regularly to important blogs posted by industry experts. SCORE: _____

I have no problem writing a statistically-oriented article. SCORE: _____

I generate a constant stream of personalized correspondence. SCORE: _____

It’s not all e-mail; I keep in touch with key players via phone. SCORE: _____

I have no problem making a speech and am in demand as a speaker. SCORE: _____

I get involved in association affairs and volunteer for committees. SCORE: _____

I constantly suggest publicity angles to our promotion department. SCORE: _____

I wield a mighty tennis racket, golf club for whatever else it takes. SCORE: _____

I know my reporting is 100% accurate. SCORE: _____

I regularly exchange business cards with important show attendees. SCORE: _____

I keep abreast of what other departments do. SCORE: _____

I read competitive magazines constantly. SCORE: _____

I always match strengths/weaknesses of our e-news vs. competitors. SCORE: _____

I look like “someone” when I go into the field. SCORE: _____

How did you make out? As a scoring yardstick, you need at least 80 points to be considered an effective mission-sensitive person.

As an aside, I am a big believer in the value of self-scoring profiles. During my VP/editorial stint, other profiles used involved complaint-handling, personnel management, feature writing, trade show coverage, and editorial marketing. I will be making references to these other useful training tools in upcoming Twitter posts. Keep in touch via www.twitter.com/editorialtype.

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Posted Thursday, September 16, 2010 @ 1:00 AM
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Use Nine-Factor Scoring to Rate Performance of In-print News Sections

By Howard Rauch

Although conventional in-print news sections supposedly are slated for an overhaul, they remain alive, but not necessarily well, via existing formats. So a word to the wise, especially when you run your next competitive analysis match-up: Include a scoring system designed to identify and quantify news coverage strengths/weaknesses.

Recently I revised my system to include evaluation of nine factors (as opposed to the previous seven). In the future, I expect further revisions. Reason? Section content must provide an increased analytical slant. We also must dump all those “obligatory” puff blurbs in the interests of achieving a more authoritative focus.

For me, news section competitive analysis starts with a 20-factor scoring tabulation. I then narrow it down to the following nine-factor scoring system:
  1. Percent of news pages illustrated. Anything less than 100 percent is unacceptable.

  2. Percent of pages using infographics. The majority of news sections I’ve reviewed during the past year rarely use infographics. For many, one infographic per section is a big deal.

  3. Pages/graphics ratio. (Note: This is an addition to the previous system. You arrive at this indicator by dividing total illustrations section uses into total number of pages carrying news. Minimum target ratio is 1.5.

  4. Story-start ratio. You arrive at this number by dividing news section editorial page count (as opposed to total pages carrying news) into the number of articles run. Shoot for a story start ratio of 1.5-2.0. Ratios over 4.0 usually reflect an absence of depth.

  5. High-impact lead story. (Note: I’ll say more about this once the entire 9-factor list is presented).

  6. Urgency percent. Here we are evaluating the presence or absence of high-impact content. To get the current picture for your publication, divide total news section page count into total number of articles addressing a strong benefit or threat. The result never should be lower than 80.0%.

  7. Total end-user quotes. “End-user” refers to your key reader group. These quotes are tougher to come by, especially if your personal relationship with that group is severely limited.

  8. Average Fog Index for section’s first page. Everybody knows how FI works, right? If not, look it up via your favorite search engine. Preferred FI grade level range is 10-12.

  9. Five-factor headline evaluation. Sub-factors entering into this calculation include (1) headline story-telling value; (2) absence or presence of story-telling deck; (3) presence or absence of numbers; (4) overuse of “cute” low-value words/phrasing; (5) presence or absence of active verbs. Factor (3) is notable for its absence. Don’t we know that attention-getting numbers appeal to a B2B audience? Or do we just never insist that writers include hot numbers in their articles. (Hint: Create a staff hand-out listing several dozen questions that only can be answered with a number).
Every so often, I issue a client advisory concerning faltering news sections. My message usually identifies six shortfalls that require immediate upgrade:
  • An illustration on every news page.

  • A lead story that occupies one full page and includes direct quotes from three or four end-user sources.

  • More frequent use of follow-up stories. For example, in the case of regulatory developments, obtain industry reaction from end-users (as opposed to the usual, more easily accessible association and consulting organization sources).

  • At least one page per section using an infographic (preferably a chart).

  • A minimum of one direct quote in every article using three or more paragraphs.

  • Observation of Fog Index principles. At the very least, average sentence length per article should stay close to 20 words.
That covers everything for now. For additional quick tips on a variety of editorial topics, follow me on Twitter: www.twitter.com/editorialtype.

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Posted Thursday, August 12, 2010 @ 6:00 AM
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Editorial Complaints Are Here to Stay! Are You Prepared to Make a Friend or an Enemy?

By Howard Rauch

Maybe it's my imagination, but it seems to be getting tougher to resolve complaints with the business world. Many times, people who claim to be "managers" are ill-prepared to settle disputes in a customer-friendly way.

Recently, I ran into a wave of incredible dumbness, which prompted me to think about spats arising in my own business. Some of the experiences have been no less than remarkable. The prize case, arising shortly after I started Editorial Solutions, involved a row with a well-known restaurant chain. Somehow, a genius in that organization managed to have my fax number printed on all purchase order forms. Suddenly, every Wednesday and Thursday, my phone delivered a slew of fax screeching. Ultimately, I realized this was no fluke, switched my fax and phone jacks, and discovered the problem. What was happening was twice a week, every store in my region was faxing in to Editorial Solutions orders for uniforms, paper towels, food, checks and everything else. Yes, I eventually solved the problem. But a member of the brass at the chain was hardly apologetic. He was angry at me for creating a problem. This was all my fault!!?

I'm sure anyone reading this column can recall battles with so-called customer-service types. But let's think: how good are we when it comes to complaint-handling? Does your company have a policy covering all the bases? Do you view complaints — no matter how outrageous — as an opportunity to make friends? Try the accompanying self-scoring profile. Be tough on yourself. Assign a score of one to ten for the 12 factors described, ten being best. Maximum score achievable is 120 points. If the total score for your operation falls below 90, your complaint-handling policy needs adjustment.
  • I respond to all complaints within 24 hours. SCORE: _____

  • When a complaint is received via telephone, I take careful notes and read them back to the complaining party. SCORE: _____

  • I inform management of all major complaints immediately. SCORE: _____

  • I confirm in writing all assignments to outside authors. Special emphasis is placed on payment terms and deadlines. SCORE: _____

  • I always obtain all available legal documentation before writing about lawsuits and other related matters. Articles are not published until a judgment has been issued. SCORE: _____

  • I try to make amends to advertisers as readily as I would to other complaining parties. In anticipation of possible advertiser editorial gripes, my staff keeps logs of all attempts made to contact sources for roundup articles. SCORE: _____

  • During my initial response to a complaint, I give a deadline by which I will have further information; I then stick to that deadline. SCORE: _____

  • I save all notes and other source material related to each editorial item for at least six months. SCORE: _____

  • I have a system for checking carefully the spelling of names and titles of executives and all quantitative data provided during an interview. SCORE: _____

  • In the event of an error that is clearly our fault, I have a policy pertaining to retractions or scheduling of compensatory editorial. SCORE: _____

  • I take care not to lift material wholesale from website sources unless permission to do so has been granted. SCORE: _____

  • All policies pertaining to complaint-handling are included in a memo that has been Bulleted Listcirculated to my editorial staff. SCORE: _____
At some point, I foresee a separate self-scoring profile on complaints stemming from e-news snafus. Please incorporate some alerts into your own policy if one already exists.

Howard Rauch is president of Editorial Solutions Inc., a consultancy focusing on B2B magazines. Rauch is the 2002 recipient of ASBPE’s Lifetime Achievement Award. You can contact him directly at howard@editsol.com.

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Posted Monday, June 22, 2009 @ 6:01 AM
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Steer Clear of Top 10 Performance Infringers

Photo: Howard Rauch By Howard Rauch
Editorial Consultant
Editorial Solutions Inc.

My previous blog describing a productivity measurement system drew plenty of viewers, so apparently the topic is of interest. So let’s continue.

To recap briefly, you need to determine how long it takes to complete each of six job functions:

(1) original writing;
(2) editing the work of others;
(3) travel;
(4) production;
(5) detail/administration;
(6) supervision.

In each case, keep separate tabulations for time spent on print vs. web.

Once you start this documentation process, you may find many time management hurdles are posed by administrative stuff. Don’t be surprised if any of the following 10 performance infringers are bogging you down.

(1) Avoiding confrontation. You realize a staff member will never get up to speed, but you duck a performance showdown. Typical rationalization? If you let somebody go who at least can do part of the job well, you must train somebody else all over again — something you don’t have time to do.

(2) Destructive criticism. Staff members don’t take direction well, or so you think.

What actually happens many times, especially in the case of article critiques, is you engage in too much “management by adjectives.” You will besiege an author who wants to do better with “advice” such as “this lead is unacceptable; go back and try again” … “tighten up your writing” … “you spent too much time on this article; you have to work faster.”

In my early years in B2B, I remember one guy who always complained that my writing wasn’t “crisp.” I was at a loss for a defense. The same supervisor had the habit of leaving a copy of my first draft on my desk with one word of constructive criticism — WRONG!!! — scrawled across passages he didn’t like.

(3) Mail-opening ritual. You probably don’t get as much mail as I did before e-mail existed, but the post office undoubtedly still delivers a bundle of stuff on Monday morning. In many companies I’ve had as clients, the “responsibility” for opening mail gets dumped on a junior editor. That person may take hours to finish a job that a more senior person could handle in minutes. Check it out!

(4) Unrealistic quality standard. How dare I argue against quality? Because with the load that confronts most editors today, everything can’t be a work of art. You have to find an easy way out.

Here’s a typical situation. When I was an editorial VP, our company acquired a magazine with an editor who insisted that every feature be a round-up based on pithy quotes from at least ten sources. In many cases, single-source interviews with authoritative execs would have done the job just as well. But not for this editor! Result? The magazine always was late. Nobody met deadlines. Every staff member complained about too much night and weekend work.

Well, we’ll probably always have some of that. But don’t contribute to the problem by insisting on making every assignment a labor-intensive nightmare.

(5) Hiring from the hip. Has your screening/interviewing of applicants become a rush job? Do you knowingly hire candidates hoping they’ll work out because they had all the right answers and great samples? Instead, do you regularly use a comprehensive editing test to confirm a candidate’s capabilities? Do you use an interviewing checklist you can complete as the interview progresses?

(6) Anti-‘floater’/intern sentiment. Many beginners just out of J-school may already be star performers. So don’t routinely stick them with all the clerical junk. They may give you a terrific productivity lift in a pinch.

(7) Outside interference. I mentioned this hurdle in my previous blog. Outside calls from information seekers clearly are time-killers. In some cases, you have to take such calls. But you can control the process.

One top B2B magazine in the marketing field had a policy that editors would be happy to provide information . . . but only between 4:00 and 5:00 p.m. on Tuesdays and Thursdays. When I was editorial director of a retailing magazine, we always were inundated with phone calls about market trends. Finally, we did a study and found that dozens of callers were seeking the same information. Once we realized this, we created an FAQ booklet covering most of the bases. Armed with this tool, it only took a few minutes to advise inquirers that our booklet covered everything they needed to know. Thus, we saved hours of phone work without being abrupt to outsiders.

(8) Production quagmire. Does every editorial staff member on your publication spend four or more days a month engaged in proofreading, layout, working with the art department, or whatever? If so, you need some shortcuts, especially if your editors do a lot of design. Inevitably, you will need to invoke maximum time limits for completing production tasks.

(9) Web work. This includes time spent writing blogs, e-features and e-news. When the Internet was still in its infancy, I found that most editors at one client spent at least an hour a day surfing websites for news leads for their publications. An hour a day?! Do the math. That’s five hours a week … at least 20 hours a month … or close to three days in surf mode. I’ll bet it’s much more than that now. Of course, there’s also the time spent pruning received e-mail. That’s a prime time productivity inhibitor that may never go away!

(10) Searching. I am still as guilty as the next person when it comes to shuffling papers in search of a document “I know is on my desk somewhere.” I’ve gotten better since regularly scheduling clean-up days once a week. But when you have a minute, do a quick mental calculation of time per day your staff collectively spends searching.

So that’s my list of performance inhibitors. If you have any pet peeves I haven’t mentioned, please chime in!!!

Howard Rauch is president of Editorial Solutions Inc., a consultancy focusing on B2B magazines. Rauch is the 2002 recipient of ASBPE’s Lifetime Achievement Award. You can contact him directly at howard@editsol.com.

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Posted Thursday, May 28, 2009 @ 6:08 AM
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When It Comes to Being an Editorial Giant, Size Doesn’t Matter!

By Howard Rauch

Last week, an editorial giant invited me to join him at the Neal Awards. I gladly accepted. Among other reasons, sitting through an awards presentation – be it Neals, Azbees or similar occasions – is a learning experience.

It reminds one of all the great content B2B editors strive to deliver every day. Industry involvement, creative thinking and hard work are qualities that shine through. In those respects, the description of the Neal winners delivered fully.

But there was one other realization that occurred. Many folks believe that when it comes to awards events, magazines with the biggest staffs and plenty of other resources will always walk away with the honors.

Not true … as my giant proved in two cases. The person I’m talking about is Jim Prevor, one of my earliest clients. He is editor-in-chief of Phoenix Media Network headquartered in Florida. For years he has blazed a trail of editorial leadership for Produce Business, his flagship magazine. He was at the Neals to receive the 2009 Timothy White Award for Editorial Courage and Integrity. Moreover, Produce Business was a finalist in the Best News Coverage category for a publication with gross revenue up to $3 million.

By Neal standards, Jim’s company was one of the smallest represented at the event. But in terms of editorial excellence, he was as much of a giant as any other Neal Award recipient that day. When I first met Jim, he made it clear he was a guy looking for new ideas. Even then – over 15 years ago – it was obvious that he had achieved insider status with his industry. He was and continues to be a shirtsleeve guy, even though he’s built his operation into a four-publication company.

Actually, there are plenty of editorial giants around who are not award winners. In many cases, their magazines have limited space that prevents them from devoting the blockbuster space typically required to, say, contend in a best feature category. Even so, their information packages are consistently high value.

Are you an editorial giant? Here’s a quick self-scoring profile quiz that will clarify your achievement level. Each question can be answered with a “yes,” “no” or “maybe.”

(1) My editorial columns always address key issues that reflect my status as an industry insider. Never is my editorial merely a recitation of the issue’s contents.

(2) I publish important original research reports at least twice a year.

(3) I’ve met hundreds of industry movers and shakers who have become my friends.

(4) Important sources call me constantly to offer angles involving important news stories.

(5) I always write at least one important feature story for every issue.

(6) I am in demand as an industry speaker as well as a recognized information source always sought out by the media.

(7) I travel as often as possible to meet new readers as well as old friends.

(8) I believe training of staff members is an important responsibility that deserves my personal attention.

(9) I’ve organized an editorial advisory board of key industry movers and shakers who constantly provide important guidance.

(10) I enter editorial excellence competitions and have even won a few awards.

So … give yourself ten points for every “yes,” zero for every “no” and five points for every “maybe.”

If you score at least an 80, consider yourself an editorial giant. This kind of accomplishment doesn’t come easy … but it can happen if you’re determined enough to make it so!

Howard Rauch is president of Editorial Solutions Inc., a consultancy focusing on B2B magazines. Rauch is the 2002 recipient of ASBPE’s Lifetime Achievement Award. You can contact him directly at howard@editsol.com.

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Posted Thursday, March 26, 2009 @ 5:39 AM
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Helpful Sites

Photo: Katy TomasuloBy Katy Tomasulo
ASBPE Washington, DC Chapter President

I'm cheating a bit for my blog post today. At a loss for something insightful or witty to say, I’m tapping into my Bookmarks for some helpful sites to share. I'm curious what sites you depend on to get through your day. It varies, I'm sure, depending on what level you're at. As a deputy editor, I find myself somewhere in the middle…reading industry blogs every day is important, but so is having the dictionary a click away.

Here's a list of a few of the sites I frequent regularly. Many of these I didn't discover on my own, so credit is due to my colleagues and to the sites themselves for providing their own lists of links.

What are your daily hits? Share them with others in the comments section.

BLOGS
Aside from this one, of course, here are a few more media and B2B blogs that can keep you up on the industry and/or make you think about our business and daily life:

Folio: blog
Experts from the magazine industry weigh in on breaking news as well as design, editorial, and pressing issues.

Paul Conley
The B2B publishing industry's preeminent blogger.

The minsider Blog
Industry news and economics

Mag Grab Bag
Former min’s editor Jeremy Greenfield continues his blogging with this new site, which includes industry economics as well as his opinions on magazines, design, etc.

Trade Pressed
Relatively new, this blog from an anonymous insider discusses the highs and woes of trade life that most of us can relate to.

COPYEDITING HELPERS
Merriam-Webster Online
I haven't opened my 6-inch-thick dictionary in years thanks to this site. Not only is it faster than leafing through pages, it suggests words if you misspell the one you’re looking for. The unabridged version requires a subscription, but on those rare occasions you can simply dig out the print copy.

Visual Thesaurus
You can use Merriam-Webster.com for a thesaurus, but Visual Thesaurus is a word-lover's visual fantasy. The interactive tool breaks synonyms down into word maps, graphically displaying the results by meaning and relationships, and providing related words and antonyms far beyond what the dictionary does. (Free trial for a few words; annual subscription required after that.)

Acronym Finder
Stumped by SEOs and HREFs? This site deciphers abbreviations PDQ.

Online Conversion
When you absolutely must know how many meters are in a league.

GRAMMAR NUTS
Bill Walsh's Blogslot
Style and grammar from The Washington Post's copy chief

Common Errors in English
Find mistakes you never knew you were making.

Testy Copy Editors
The title speaks for itself.

American Copy Editors Society Blogroll
The society compiles items from a variety of copyediting blogs around the Web into one convenient spot.

Newsroom 101
Test your editing knowledge with nearly 2,000 quizzes on grammar and AP style.

American Copy Editors Society Quizzes
More tests.

OTHER HELPERS
Cliche and Phrase Finders
Struggling for a headline? These two sites give you a leg up on wordplay. Cliche Finder isn't quite as comprehensive, but it's free. The Phrase Finder is much more thorough, but requires a subscription.

Poynter
Journalism commentary, training, jobs, and more.

NewsU
Poynter’s online training arm, chock full of helpful courses.

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Posted Thursday, May 1, 2008 @ 10:07 AM
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You Are What the Web Says You Are: Writers and Social Media

By Joe Pulizzi
Founder and Chief Content Officer for Junta42

My expertise is in content marketing -- custom publishing to most of you reading here. When I was asked to submit a blog post, I started to think about all the things you may not know about the content marketing industry ... the opportunities for writers in the corporate world, the growth of the industry (now $56 billion and bigger than magazines), and that the stigma that used to surround writing for a corporate publication is now gone. Where it used to be looked down upon, writing for a company like Microsoft is regarded as a pretty cool thing in today's environment.

Learn more from Joe Pulizzi at our Nov. 17 webinar

Joe will share tips on how writers and editors can start their own media ventures at our webinar, A B2B Journalist's Guide to Creating the Next New-Media Resource. former PC World editor-in-chief (and ASBPE guest blogger) Harry McCracken will also be a presenter.
All those things are very important, especially to me, since I live and breathe this industry. But, even though all those opportunities are reality, there are some very important social media elements that I believe most writers are missing out on.

Let me explain. Starting back in 2000 when I was with Penton Media, and now with Junta42, I would continually get solicited by freelance writers, at least two to three per week. I don't mind at all. I need good writers all the time, and you never know when a business relationship makes sense, but I do have a litmus test. Here is what I do when I get an email from a writer looking for work.

1. First I check their website. If they have no website, that's a problem.

2. Then I check to see if they have a blog. A freelance writer without a blog makes no sense to me. It is the ultimate promotional tool for a qualified writer, yet I find that most writers don't have one. (For those without a lot of money to spend on a website, use the blog as your website. It costs nothing.) And yes, even those of you with steady gigs should have blogs.

3. Then I check their LinkedIn profile. How many contacts to they have? (Fifty should be a minimum.) This shows me that they really know how to network, which can help with sources for any story. In reality, 100 contacts is probably the minimum.

4. If they pass the first three tests, that's a great sign. For other references, I Google their name to see if anything interesting comes up. Facebook, StumbleUpon, Digg profiles all help. Those tell me that this person has a clear understanding of the benefits of social media, and knows how to use it.

This whole process takes all of five minutes ... five minutes well spent. It helps me figure out who I should really talk to, whose work I should evaluate. Fewer than 5% of all the writers I come in contact with pass these four tests. Those are the ones I'm interested in working with. They understand networking, social media, the value of writing as a form of marketing, and that the way you get new business in the writing world has forever changed. You are what the web says you are -- and you have almost 100% control over that message. Very powerful.

There is an opportunity here for any writer to take the necessary steps toward a more successful future. Start now, while it still is an opportunity.

Joe Pulizzi is founder and chief content officer for Junta42, the leading media/bookmarking site for content marketing and custom publishing. Junta42 Match is the industry's only buyer/seller marketplace for custom publishing solutions. Contact Joe at joe[at]junta42.com.

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Posted Thursday, February 21, 2008 @ 5:19 AM
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