5 Editorial Resolutions for 2011

I’m not learning to tango in 2011. Nor am I going to take a painting or sculpting class. And I probably won’t get around to climbing Kilimanjaro.

But I did jot down five things that I’m going to keep in mind as my staff and I map out the year ahead.

(Yeah, I know—it’s hard to separate personal from professional goals when you’re in media. Everything merges, which is why you wake up in the middle of the night with a “brilliant” idea to do a six-part series on a subject that deserves little attention in the light of day!)

Some of these editorial resolutions aren’t new, and some have emerged as new-media opportunities have popped up over the past 18 months that, like publishing tectonics, have shifted the way we present information to our audiences.

Either way, they’re reminders to keep my eye on the ball in the next 12 months: 

Resolution #1: Hey, you, Mr. and Ms. Reader, I’m listening…

It’s fashionable for editorial teams to give lip service to the idea of “connecting” with readers and website visitors. But too often we look at these as added burdens or, worse, a way to become even more distant from our readers because we don’t respond to requests or comments.

Social media tools have allowed me to make connections that are great for my magazine (mining a ton of ideas from readers) and our audience.

When I recently traveled to Singapore to report a travel story, I posted real-time images of the trip on our Facebook page, waxed poetic about the country and mentioned (conveniently enough) that they can read more in an upcoming issue.

I did much of the same thing on Twitter and interacted with readers with direct messages. Were thousands “watching”? Of course not—but I made connections and established a foundation or editorial beachhead with readers who will associate themselves strongly with our brand.

Resolution #2: I will create new “franchises” and find ways to re-package them.

Not exactly groundbreaking stuff here—but when did you last create a new editorial franchise for your magazine or website? Set a goal for creating several in 2011.

Franchises breathe life into your product, reinforce your mission and often become outstanding for PR value or web “stickiness,” meaning, you might see it passed along online more often than pictures of semi-clad NBA cheerleaders.

Keep in mind that franchises don’t have to be feature stories or issue themes (think US News and World Report’s “Best Colleges” or Outside’s “Best Places to Live”); they can be departments (Esquire’s “Women We Love,” the New Yorker’s brilliant “Cartoon Caption Contest,” or the Washington Post’s “Date Lab”).

It’s really up to you whether you want the franchise to stick around for every issue or merely become a once-a-year visitor.

Another reason franchises are welcome additions to brands: They often deliver advertising dollars, so try to build something that will make your readers and advertisers sit up and pay attention.

Re-packing new franchises isn’t all that challenging, especially if you currently use email blasts to readers (“10 Things You Should Know About…”).

You can use this content in conjunction with your social-media outlets, too. Chances are it will get passed along—at least with your audience—much faster than a regular feature or department.

Resolution #3: I will not unceremoniously “dump” print copy onto my website without first streamlining it.

Sure, some stories demand a straight print-to-web treatment—especially shorter pieces.

But are there ways where you can streamline the product? Can you add different images, build a photo gallery, link to other related stories, create questions that provoke discussion or schedule an author-reader chat or, absent that, a quick Q&A with the story’s author?

Of course you can. Creativity not required. Just diligence.

Resolution #4: I will add takeaway value to every page of my magazine.

Wait, aren’t all of your pages valuable to readers?

Better not ask your readers.

Sure, that glorious full-page image that your photo team paid big bucks for will stir souls, but what can you add to it that will deliver even more value?

Think of it as super-sizing your content. Will a caption with a call to action or a pertinent web address help? Absolutely—and so will sidebars, “web extras” and stories inside stories for those longer narratives that only your high school English teacher and mother are reading.

Remember, long stories aren’t taboo—they simply shouldn’t feel long. If you add value to each page by embedding clip-worthy content, you’ll keep your readers engaged.

Resolution #5: I will add new voices to my content.

How long has your magazine and website had the same stable of writers and contributors?

I’m not saying to ditch them—they are an important part of your media’s editorial voice and look.

But I do think it’s important to add new perspectives to the mix. Are there contributors out there who are clamoring for a little attention…who might even stir things up?

Media brands should have an overarching voice or tone, which is often established by the editor and his or her team. (In fact, tables of contents and home pages are the microcosms of a publication’s voice.)

The folks who contribute to your product usher in their own voices and perspectives, to be sure, and they are woven into the editorial patchwork delivered each week or month. Some of those voices are subtle, some are vibrant, and some…well, downright forgettable.

Your goal should be to replace the forgettable with the new and the sublime—really, anyone who can present new perspectives and enhance your brand.

Here’s a smart and content-rich 2011…

Related articles

• 5 Tips on Business Blogging With Minimal Resources (toprankblog.com)
• 75 New Year’s Internet Resolutions 2011 (marketingtechblog.com)

Michael McCarthy, who is the editor in chief and content director of Washington Flyer Magazine & Media, swears he could have torn up a tango class.

[image: stignygaard]