developing effective publications - 27th june 2013
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Editorial Trainingwith Janet Murray and Lucy Jolin
www.lastwordgroup.com
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+Outline of the day
Session 1: Defining your audience (and why it matters)
BREAK
Session 2: Commissioning quality content
LUNCH
Session 3: Selling your content (effective cover lines)
BREAK
Session 4: Effective writing and editing
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+Say it in 140 characters…
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+Say it in 140 characters…
Janet Murray @jan_murrayEducation journalist for @guardian & others, director of @lastworduk media training. Amateur singer, pianist, runner. Professional shopper
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Activity 1: Defining your audience
Working in pairs, look at two alumni magazines. What do they most remind you of from the following list?
- A Sunday supplement magazine- A supermarket magazine- An advertising brochure- A local council magazine- An airline magazine- A free ads publication
You might want to think about: content, subject matter, intended audience, pictures/images, layout and design.
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Activity 2: Defining your audience
Write a profile of your typical reader:
You might want to think about: name, age, marital/relationship status, job, what they have for breakfast, the paper they read/internet sites they use, favourite TV show, what's on their smartphone (pics of kids? music? games? good for gauging lots of stuff about status), what time they go to bed & so on…
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+Activity 3: developing regular features/slots
Do you already have any regular features/slots in your magazine?
What are the advantages of having regular slots/features?
Could you develop any/more regular features/slots?
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+Activity 4: writing an effective commissioning brief
Are you currently using any kind of commissioning brief/outline? How is it working?
What works well with these examples?
What doesn’t work so well?
What do you think you need to take into considering when commissioning writers (internal or external?)
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+Activity 5: Commissining check list
Working in pairs, brainstorm ideas for a commissioning check list
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+Commissioning checklist…
Working title
Word count
Deadline
Audience and purpose
Contacts and interviewees (including anyone not to speak to)
Style and tone – first person, second person etc
Any special instructions e.g. start with a story
Structure: box outs, case studies etc
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+Activity 6: Cover lines
Pick out three cover lines from the magazines provided. Which do you think are effective/ineffective in terms of persuading you to read what’s inside?
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+Effective cover lines…
Short
Catchy
Dramatic/compelling
Mysterious
Don’t give the whole story away
Make people care
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+Ingredients of effective copy…
Human faces
Simplicity
No selling
‘Zoom in’
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+For more writing
and pitching tips…
www.lastwordgroup.com/training