Guide To Writing For The Business Press
AbeBooks Mitglied seit 1996
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AbeBooks Mitglied seit 1996
Titel: Guide To Writing For The Business Press
Verlag: McGraw-Hill, Lincolnwood, Ill., USA
Zustand des Schutzumschlags: Dust Jacket Included
Auflage: 1st Edition
Über diesen Titel
Despite its importance to the general society and the special communities it serves, the business press (or, as it is sometimes called, the "trade press" or the "specialized business press") has never had a working model. That is what Guide to Writing for the Business Press provides.
Clinton takes the reader through the key elements of writing for the action-oriented, reader-directed information publications that are the business press, including targeting to the needs of a specialized readership; creating the most effective editorial identity through the proper editorial "architecture"; finding, developing and organizing the best sources of information; interviewing: How to ask the right questions and how to organize responses; structuring and presenting stories and publications in the most effective ways; and using all of the journalist's information research tools to best advantage.
When we think of journalism, we think of the New York Times, maybe Time or Newsweek or even Forbes. But Laundry News? Snack Food? Pavement Maintenance? In fact, these three publications are among the more than 5,000 trade magazines in the United States. Trade publications provide their readers with news of their fields, how-to information, and a place to market their wares, according to author Patrick Clinton; they act as a forum, of sorts, and they can be industry watchdogs. Clinton's Guide to Writing for the Business Press is an excellent, if dry, resource for aspiring and beginning trade journalists. In his book, Clinton offers solid advice that is geared specifically toward trade journalism, with numerous examples from the trade press, on identifying sources, conducting interviews, structuring stories, writing headlines and other page copy, and conducting research.
What is most surprising is how different it is to write for specialized business magazines than to write for general-interest newspapers and magazines. "In most forms of journalism," writes Clinton, "you ... belong to the audience you write for.... In the business press, with rare exceptions, the reporter is not a member of the audience." While the general reporter is usually more knowledgeable about his beat than his readers are, trade magazines are written for readers who are all specialists; "in a magazine for structural engineers," for instance, "the whole point is to provide information that isn't evident to the ordinary engineer." Trickier rules govern the traditional journalistic separation of editorial and advertising in the trades, where you are often reporting on your advertisers. And finally, the trade journalist must learn the language of his field in order to be taken seriously. "For first-time readers of business magazines," writes Clinton, "their most distinctive feature is their use of technical language. If you do not belong to the intended audience of a magazine, the stories may be all but unreadable." --Jane Steinberg
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