By Patrick Clinton
Together with his "Guide to Writing for the company Press", Patrick Clinton deals an available consultant to the "hidden international" of the company press, together with examples on the way to establish viewers wishes, writing headlines, and accomplishing interviews.
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Additional resources for Guide to writing for the business press
Look past the mainstream news coverage of virtually any earthshaking event or urgent trend, and the specialized business press will be there, digging up the facts that will interest a specialized business audience, explaining the impact of general events on particular fields, and offering advice to business people who must cope with the unfathomable flow of events. Look at four examples. First, the earth-shaking changes in the Soviet Bloc created a barrage of business problems and opportunities.
By type of audience. It is common to see magazines categorized as industrial, professional, institutional, agricultural, medical, etc. In practice, though, the contents of the various sorts are written and edited in much the same way, and even publishing strategies are fairly similar. 4. By "direction" of specialization. Some magazines are "vertical"; they select their audience by industry. Others are "horizontal"; they select on the basis of a function that cuts across many industries. Because many industries are served by large numbers of magazines, you will sometimes find magazines that are both horizontal and vertical, depending on what competitor they are being compared with.
These magazines had a different job: They covered the Persian Gulf from the perspective of the fields they covered. What problems did the war create for specific industries? How could they be coped with? Whose products performed well in the field? Whose didn't? And most important of all, what opportunities were emerging? What should industry do next to respond to the needs of participants and bystanders, winners and losersto the great and shifting world marketplace. It was a performance as remarkable in its own way as the more dazzling output of the newspapers, newsmagazines, and television networks.
Guide to writing for the business press by Patrick Clinton