In search of digital In search of digital editing performance editing performance

standardsstandardsPresented by Howard Rauch, Presented by Howard Rauch, President, Editorial Solutions, President, Editorial Solutions,

Inc.Inc.

““Our average workload per week is Our average workload per week is up from 45-50 hours to 60 hours. up from 45-50 hours to 60 hours. Work activity doesn’t stop when you Work activity doesn’t stop when you leave the office. At night I will check leave the office. At night I will check my e-mails on my phone and then my e-mails on my phone and then answer messages requiring priority answer messages requiring priority response.”response.”

Editor-in-chiefEditor-in-chief

““Right now, I am up to answering e-Right now, I am up to answering e-mail message #131. I know your mail message #131. I know your message is down the list somewhere, message is down the list somewhere, and I will get to it as soon as and I will get to it as soon as possible.”possible.”

Harried Editor-In-ChiefHarried Editor-In-Chief

““We don’t have the people, time or We don’t have the people, time or technology to handle more projects (like technology to handle more projects (like webinars). When the technology becomes webinars). When the technology becomes available, I expect to be asked to take on available, I expect to be asked to take on more projects. At one point, digital more projects. At one point, digital editions were carbon copies of the regular editions were carbon copies of the regular print issue. But now, we are being asked print issue. But now, we are being asked to create original copy for digital issues.”to create original copy for digital issues.”

Executive Editor Executive Editor

““Web involvement has allowed me to build my own Web involvement has allowed me to build my own brand by engaging in social media discussions. The brand by engaging in social media discussions. The investment of time has clearly paid off. Editorial investment of time has clearly paid off. Editorial peers are not eager to follow suit, no matter what peers are not eager to follow suit, no matter what the benefits, because of time involvement. My the benefits, because of time involvement. My perspective is that social media should be used for perspective is that social media should be used for conversation and relationship building purposes, not conversation and relationship building purposes, not so much for pushing out promotional messages. so much for pushing out promotional messages. The number of sources to be monitored has grown The number of sources to be monitored has grown tremendously. When our industry was smaller, tremendously. When our industry was smaller, there were perhaps 20 sites that needed to be there were perhaps 20 sites that needed to be checked out. Today, I have feeds from 270 blogs checked out. Today, I have feeds from 270 blogs and try to get to all of them every day.”and try to get to all of them every day.”

Amazing Editor-in-ChiefAmazing Editor-in-Chief

““We probably are producing 20 We probably are producing 20 percent more content, so something percent more content, so something has to slide. I don’t have time to do has to slide. I don’t have time to do big picture stuff. Our editors still are big picture stuff. Our editors still are traveling, but not as many people as traveling, but not as many people as in the past are budgeted to cover in the past are budgeted to cover industry events.”industry events.”

Editor-in-ChiefEditor-in-Chief

““Everything we do now is at the cost Everything we do now is at the cost of something else. In digital’s case, of something else. In digital’s case, it’s time I am spending on a new it’s time I am spending on a new product, so I’m not spending as product, so I’m not spending as much time on the old product much time on the old product (print).”(print).”

Editor-in-ChiefEditor-in-Chief

““Ad revenue is non-existent for the digital Ad revenue is non-existent for the digital products we have going on already, much products we have going on already, much less the new ones we’ve been asked to less the new ones we’ve been asked to develop. I’ve voiced my fear we’re doing develop. I’ve voiced my fear we’re doing too much, and I’ve been told that our page too much, and I’ve been told that our page views are outstanding, so we should views are outstanding, so we should simply keep going, because it’s paying off. simply keep going, because it’s paying off. Meanwhile, my sanity and the sanity of our Meanwhile, my sanity and the sanity of our one other editor is quickly slipping away.”one other editor is quickly slipping away.”

Editor-in-ChiefEditor-in-Chief

““Digital workload definitely can become Digital workload definitely can become inflated when publishers are trying to push inflated when publishers are trying to push too many projects for too long a trial period. too many projects for too long a trial period. Our editors don’t spend time on stuff that is Our editors don’t spend time on stuff that is supposed to generate advertising but supposed to generate advertising but doesn’t work. Our major concern is giving doesn’t work. Our major concern is giving readers what they want as opposed to readers what they want as opposed to forcing content down their throats.”forcing content down their throats.”

President/Group Editorial DirectorPresident/Group Editorial Director

““We’ve experienced the pile-on We’ve experienced the pile-on dilemma, but are slowly learning to dilemma, but are slowly learning to be a little more hard nosed about be a little more hard nosed about pulling the plug on things that aren’t pulling the plug on things that aren’t paying off, either in revenue or paying off, either in revenue or audience development.”audience development.”

Vice President/EditorialVice President/Editorial

““Webinars were a big hit at the outset . . . Webinars were a big hit at the outset . . . but impetus is slowing down. If we think a but impetus is slowing down. If we think a topic is important editorially, we still may topic is important editorially, we still may present the information as a non-present the information as a non-sponsored webinar. However, cases arise sponsored webinar. However, cases arise where an advertiser is interested in web where an advertiser is interested in web exposure not necessarily focusing on his exposure not necessarily focusing on his own product line. That’s when an own product line. That’s when an editorially-focused webinar fills the need.”editorially-focused webinar fills the need.”

On-line EditorOn-line Editor

““My prior role here was editorial manager of My prior role here was editorial manager of our reference guides and directories. So my our reference guides and directories. So my responsibilities completely changed when I responsibilities completely changed when I took the position as Online Editor in 2008. took the position as Online Editor in 2008. Currently, I work on three brand sites, four Currently, I work on three brand sites, four microsites, and two social networks in our microsites, and two social networks in our group. We are implementing a new content group. We are implementing a new content management system this year that will management system this year that will improve workflow efficiency dramatically.”improve workflow efficiency dramatically.”

On-line EditorOn-line Editor

““One real benefit we’ve seen from the on-One real benefit we’ve seen from the on-line workload involves trade show line workload involves trade show coverage. We make it a priority to write coverage. We make it a priority to write up news immediately after events and get up news immediately after events and get it online ASAP. This not only means we it online ASAP. This not only means we have the most current content, but when have the most current content, but when we return from the show, our work (at we return from the show, our work (at least as far as press event coverage goes) least as far as press event coverage goes) is essentially done. Our sales staffs make is essentially done. Our sales staffs make a point of sending the links to this ‘from a point of sending the links to this ‘from the show’ coverage to our advertisers.”the show’ coverage to our advertisers.”

Senior Vice President, EditorialSenior Vice President, Editorial

““2008 and 2009 changed business forever. 2008 and 2009 changed business forever. We all took on more work (including We all took on more work (including management and marketing), so when I see management and marketing), so when I see that editorial has added eight days of work a that editorial has added eight days of work a month, I get concerned about how that month, I get concerned about how that message gets communicated or promoted message gets communicated or promoted throughout the industry. I believe the throughout the industry. I believe the message is – workloads have increased for message is – workloads have increased for everyone, but how you use technology, everyone, but how you use technology, resources, new media and your daily time resources, new media and your daily time determines the future.”determines the future.”

Senior Vice President, PublishingSenior Vice President, Publishing

Performance Evaluation: Early Performance Evaluation: Early StepsSteps

Print productivity reviews examined time Print productivity reviews examined time required to fulfill six job components: (1) required to fulfill six job components: (1) original writing; (2) editing work of others; original writing; (2) editing work of others; (3) production activity; (4) travel; (5) (3) production activity; (4) travel; (5) article recruitment; (6) miscellaneous article recruitment; (6) miscellaneous administrative tasks.administrative tasks.

Production was a major time-eater Production was a major time-eater because of work duplication.because of work duplication.

One early performance standard was One early performance standard was number of pages written per day per number of pages written per day per editor.editor.

Performance Evaluation: Early Performance Evaluation: Early StepsSteps

Time studies were conducted within the framework Time studies were conducted within the framework of a 20-22-day work month.of a 20-22-day work month.

In most cases, editors’ actual workload exceeded the In most cases, editors’ actual workload exceeded the established parameter.established parameter.

Later on, with the advent of the Web, a seventh Later on, with the advent of the Web, a seventh performance factor – on-line activity – was thrown performance factor – on-line activity – was thrown into the mix.into the mix.

Even then – preceding the days when B2B publishers Even then – preceding the days when B2B publishers launched their own sites – it was apparent that launched their own sites – it was apparent that digital activity had strong time-eater potential. digital activity had strong time-eater potential.

For example, many editors – clearly charmed by the For example, many editors – clearly charmed by the novelty of their new toy – spent an inordinate novelty of their new toy – spent an inordinate amount of time allegedly surfing for story leads. amount of time allegedly surfing for story leads. Time spent vs. actual copy generated totally was off Time spent vs. actual copy generated totally was off the wall!the wall!

Performance Evaluation in Performance Evaluation in Today’s Digital AgeToday’s Digital Age

Digital editorial workloads piled up pretty Digital editorial workloads piled up pretty fast. This trend was not necessarily offset by fast. This trend was not necessarily offset by a decline in print workloads, although many a decline in print workloads, although many so-called gurus might argue otherwise.so-called gurus might argue otherwise.

There was a clear need to attempt to There was a clear need to attempt to quantify digital time, going beyond standard quantify digital time, going beyond standard descriptions as “more” and “getting out of descriptions as “more” and “getting out of hand.”hand.”

Historically, typical editors resist quantifying Historically, typical editors resist quantifying workloads. The inability to do the deed in workloads. The inability to do the deed in today’s environment will result in an ongoing today’s environment will result in an ongoing parade of performance snafus.parade of performance snafus.

Moving Forward with Digital Moving Forward with Digital ReviewsReviews

The challenge to establish digital workload The challenge to establish digital workload standards clearly is more complex than standards clearly is more complex than those posed by print. those posed by print.

With print, analysis was based on seven With print, analysis was based on seven fairly well-defined work categories. With fairly well-defined work categories. With digital, there are at least a dozen digital, there are at least a dozen components worth examining.components worth examining.

Last March, a pioneer attempt was made Last March, a pioneer attempt was made to get editors thinking more positively to get editors thinking more positively about the benefits of digital work about the benefits of digital work quantification.quantification.

Digital Performance Review Digital Performance Review ProgressProgress

Once a questionnaire was developed, ASBPE Once a questionnaire was developed, ASBPE members were invited to participate in a members were invited to participate in a pioneer performance project.pioneer performance project.

Sixteen editors completed questionnaires, Sixteen editors completed questionnaires, after which they participated in a follow-up after which they participated in a follow-up brainstorming session with Editorial brainstorming session with Editorial Solutions president Howard Rauch.Solutions president Howard Rauch.

Several more editors initially indicated Several more editors initially indicated interest in participating. However, once interest in participating. However, once they saw that the questionnaire required they saw that the questionnaire required giving careful thought to estimated time giving careful thought to estimated time spent per task, they elected not to complete spent per task, they elected not to complete the survey.the survey.

Digital Survey FindingsDigital Survey Findings

On a basis of 100 percent, the typical respondent On a basis of 100 percent, the typical respondent devoted 60 percent of a typical week (or month) to devoted 60 percent of a typical week (or month) to print, 40 percent to digital.print, 40 percent to digital.

E-newsletter workload has moved forward at a E-newsletter workload has moved forward at a rapid pace. Several respondents (and other parties rapid pace. Several respondents (and other parties interviewed) have progressed rapidly from weekly interviewed) have progressed rapidly from weekly frequency to two or three times per week . . . and frequency to two or three times per week . . . and then to daily and even twice daily.then to daily and even twice daily.

Only two respondents reported availability of Only two respondents reported availability of dedicated on-line editors. In many cases, it was dedicated on-line editors. In many cases, it was apparent that conventional staffs operated in a apparent that conventional staffs operated in a more limited scope when it came to such activities more limited scope when it came to such activities as webinars, video, and establishment of a multi-as webinars, video, and establishment of a multi-contributor blogging activity.contributor blogging activity.

Major Digital Time-Eaters Major Digital Time-Eaters IdentifiedIdentified

Survey participants were asked to list digital Survey participants were asked to list digital editing job components. Once that list was editing job components. Once that list was drawn up, a follow-up question required drawn up, a follow-up question required respondents to create another list, this one respondents to create another list, this one showing major time-eaters. showing major time-eaters.

Topping the list was e-news involvement, Topping the list was e-news involvement, which clearly could be sub-divided into three which clearly could be sub-divided into three categories: (1) original writing; (2) editing categories: (1) original writing; (2) editing work of others; (3) searching for story leads.work of others; (3) searching for story leads.

Second important time-eater was social Second important time-eater was social media activity, which in some cases media activity, which in some cases included blogging and monitoring of included blogging and monitoring of discussion forums.discussion forums.

Major Time-Eaters IdentifiedMajor Time-Eaters Identified

Other time-eaters – shown here in Other time-eaters – shown here in descending order of involvement required – descending order of involvement required – are posting/updating, production (including are posting/updating, production (including coding/sizing activity), webinars and videos, coding/sizing activity), webinars and videos, writing exclusive web-only features.writing exclusive web-only features.

Further down the list were analytics review, Further down the list were analytics review, digital magazine contributions and site digital magazine contributions and site redesign meetings. In a few cases, the redesign meetings. In a few cases, the latter category was considered to have latter category was considered to have nuisance value at best.nuisance value at best.

Digital Analysis ProcedureDigital Analysis Procedure Based on a 40-hour work week (or a 20-day work month), Based on a 40-hour work week (or a 20-day work month),

estimate the percent of time devoted to digital activity.estimate the percent of time devoted to digital activity. For the sake of argument, let’s say digital accounts for 50 For the sake of argument, let’s say digital accounts for 50

percent of your weekly workload (20 hours).percent of your weekly workload (20 hours). Next, draw up your list of major digital time-eaters. Most Next, draw up your list of major digital time-eaters. Most

likely, that list will parallel the findings previously noted in the likely, that list will parallel the findings previously noted in the pioneer study.pioneer study.

Now, take the first two categories on your time-eater list and Now, take the first two categories on your time-eater list and attempt to establish hours required per week to fulfill each attempt to establish hours required per week to fulfill each component. component.

One responding editor estimated ten hours per week to e-One responding editor estimated ten hours per week to e-news editing/writing/searching and an additional 5-7 hours to news editing/writing/searching and an additional 5-7 hours to all production responsibilities.all production responsibilities.

Do the math. Three to five hours remain to accomplish a Do the math. Three to five hours remain to accomplish a multitude of other tasks. Thus, if your two prime time-eaters multitude of other tasks. Thus, if your two prime time-eaters already have painted you into a corner in terms of already have painted you into a corner in terms of performance potential, it’s time to consider what remedies performance potential, it’s time to consider what remedies are available.are available.

Digital Analysis ProcedureDigital Analysis Procedure

Your most accurate way to estimate time Your most accurate way to estimate time components is via filling out a time sheet components is via filling out a time sheet arranged in 15-minute brackets.arranged in 15-minute brackets.

Many editors say it’s impossible to do that Many editors say it’s impossible to do that because the typical workload schedule because the typical workload schedule involves jumping in and out of multiple involves jumping in and out of multiple activities all day long.activities all day long.

If this is true, it’s time for you to find ways If this is true, it’s time for you to find ways to control schedule hyper-activity.to control schedule hyper-activity.

A good reason for you to attempt this A good reason for you to attempt this exercise now is that your future digital exercise now is that your future digital workload is likely to increase.workload is likely to increase.

Digital Analysis Digital Analysis RecommendationsRecommendations

It is conceivable that when the dust settles, you may It is conceivable that when the dust settles, you may find that your alleged 20-hour digital time per week find that your alleged 20-hour digital time per week has morphed into a 25-30-hour (or longer) event.has morphed into a 25-30-hour (or longer) event.

Existing time allotted to digital may be sufficient to Existing time allotted to digital may be sufficient to allow you to meet quantitative deadlines. But allow you to meet quantitative deadlines. But meeting qualitative standards is another matter, meeting qualitative standards is another matter, especially when it comes to e-news writing.especially when it comes to e-news writing.

Many industry gurus think judgments about content Many industry gurus think judgments about content excellence will be influenced by evidence of excellence will be influenced by evidence of enterprise and exclusivity. Within the time frame enterprise and exclusivity. Within the time frame available to you now, how well do you deliver on available to you now, how well do you deliver on these requirements – compared to your toughest these requirements – compared to your toughest competitors? What would it take in terms of time for competitors? What would it take in terms of time for you to be assured bragging rights in head-to head you to be assured bragging rights in head-to head confrontations?confrontations?

Monthly Workload estimate – Monthly Workload estimate – editor-in-chief with 40/60 editor-in-chief with 40/60

print/digital split print/digital split Web seminar development – 5 daysWeb seminar development – 5 daysE-news writing – 3 daysE-news writing – 3 daysEdit work of others – 1.5 daysEdit work of others – 1.5 daysWeb exclusives – 1 dayWeb exclusives – 1 daySite updating – 1 daySite updating – 1 dayMonitoring discussion forums – 0.5 Monitoring discussion forums – 0.5

daysdays

Monthly workload estimate – on-Monthly workload estimate – on-line editor with 10/90 line editor with 10/90

print/digital splitprint/digital split E-news writing/production – 10-12 hoursE-news writing/production – 10-12 hours Site updating – 8-10 hoursSite updating – 8-10 hours Archiving print issues – 4-6 hoursArchiving print issues – 4-6 hours Webinar production – 4-6 hoursWebinar production – 4-6 hours Video production – 4-6 hoursVideo production – 4-6 hours Social media monitoring – 1-2 hoursSocial media monitoring – 1-2 hours Web metrics/analytics analysis – 1-2 hoursWeb metrics/analytics analysis – 1-2 hours Sponsor-supported projects – 1-2 hoursSponsor-supported projects – 1-2 hours On-line exclusives – 1-2 hoursOn-line exclusives – 1-2 hours

Weekly workload estimate – Weekly workload estimate – editor-in-chief with 40/60 editor-in-chief with 40/60

print/digital splitprint/digital splitMonitoring social media and Monitoring social media and

discussion forums + blogging activity discussion forums + blogging activity – 10 hours– 10 hours

Original website content – 8-10 hours Original website content – 8-10 hours Editing work of others – 5 hoursEditing work of others – 5 hoursUpdating/posting – 1 hourUpdating/posting – 1 hour Image searches – 1 hourImage searches – 1 hour

Weekly workload estimate – Weekly workload estimate – editor-in-chief with 50/50 editor-in-chief with 50/50

print/digital splitprint/digital splitSite updating/CMS entry – 5-6 hoursSite updating/CMS entry – 5-6 hoursVideo production – 4 hoursVideo production – 4 hoursOn-line news coverage – 3 hoursOn-line news coverage – 3 hoursOn-line editing – 2.5 hoursOn-line editing – 2.5 hoursSocial media monitoring – 1.5 hours Social media monitoring – 1.5 hours Miscellaneous digital issues – 3 hoursMiscellaneous digital issues – 3 hours

Weekly workload estimate – Weekly workload estimate – Editor-in-chief with 60/40 Editor-in-chief with 60/40

print/digital splitprint/digital splitSocial media activity (75% of time Social media activity (75% of time

devoted to marketing posts) – 7.0 devoted to marketing posts) – 7.0 hourshours

Editing daily e-newsletter – 5.0 hoursEditing daily e-newsletter – 5.0 hoursPosting/updating – 1 hourPosting/updating – 1 hourMiscellaneous (including design, Miscellaneous (including design,

researching future projects) – 3.0 researching future projects) – 3.0 hourshours

Weekly workload estimate – Weekly workload estimate – exec. editor with 50/50 exec. editor with 50/50

print/digital splitprint/digital splitTrack down/edit/write e-news – 10 Track down/edit/write e-news – 10

hourshoursProduction, including resizing/editing Production, including resizing/editing

images plus HTML coding – 5-7 hoursimages plus HTML coding – 5-7 hoursMonitor/update social media – 2 Monitor/update social media – 2

hourshoursMiscellaneous – 3 hoursMiscellaneous – 3 hours

Use an Interviewing Use an Interviewing ScorecardScorecard

When screening job applicants, supplement note-taking with a When screening job applicants, supplement note-taking with a multi-factor interviewing score sheet.multi-factor interviewing score sheet.

Rank each candidate on a 0-3 basis, or Yes/No or other preferred Rank each candidate on a 0-3 basis, or Yes/No or other preferred system.system.

My score sheet considered 13 factors. Included: (1) On time for My score sheet considered 13 factors. Included: (1) On time for interview; (2) greeting; (3) ability to relate previous skills to new interview; (2) greeting; (3) ability to relate previous skills to new position; (4) prepared for interview; (5) portfolio presentation; (6) position; (4) prepared for interview; (5) portfolio presentation; (6) test results; (7) photography and/or video capability; (7) test results; (7) photography and/or video capability; (7) enthusiastic reaction to job description; (8) evidence of enthusiastic reaction to job description; (8) evidence of productivity; (9) field presence potential; (10) speaking potential; productivity; (9) field presence potential; (10) speaking potential; (11) Capable traveler; (12) Demonstrates organized approach to (11) Capable traveler; (12) Demonstrates organized approach to new job; (13) Professional appearance.new job; (13) Professional appearance.

During pre-screening process, resumes unaccompanied by a During pre-screening process, resumes unaccompanied by a thoughtful cover letter were automatically eliminated.thoughtful cover letter were automatically eliminated.

Prior to interview with staff editor, all “A” candidates took basic Prior to interview with staff editor, all “A” candidates took basic editing test administered by human resources department. At the editing test administered by human resources department. At the time, the failure rate on this test was 65%.time, the failure rate on this test was 65%.

Thanks for listening!Thanks for listening!Howard Rauch, Editorial Howard Rauch, Editorial

Solutions Solutions For further information, you can reach For further information, you can reach

me via phone – 201-569-7714 – or e-me via phone – 201-569-7714 – or e-mail to mail to howard@editsol.comhoward@editsol.com..

Editorial Solutions Web: Editorial Solutions Web: www.editsol.comwww.editsol.com

Follow me at Follow me at www.twitter.com/editsolwww.twitter.com/editsolCurrently chairing ASBPE’s ethics Currently chairing ASBPE’s ethics

committee. Address inquiries to committee. Address inquiries to ethics.chair@editsol.com.ethics.chair@editsol.com.