Last month's layoffs at InformationWeek (UBM) and eWeek (Quinstreet) saddened PR with good reason. Who still writes 500-word articles about tech vendors -- the ones clients expect? Says UBM EVP Kelley Damore: "That's not the model we're in anymore. It has always been the written word, but now there's so much content out there... we need to rethink this."
Considering that IDG doesn't accept "one-off" contributed content and TechTarget doesn't accept it at all, PR should celebrate David Wagner's new role as gatekeeper of contributed content at InformationWeek. The executive editor says vendors are welcome to submit -- under certain conditions.
This time last year things looked awfully bleak at InformationWeek. Parent company UBM was slashing IWK's payroll and didn't appear to give a damn about its most respected editorial brand. Today, IWK is very much on the mend.
We spent this week on the road and will spend three weeks on it next month, meeting with subscribers to tackle their toughest coverage challenges. Today we share some of the challenges we discussed this week in the suburbs of Indianapolis, Philadelphia and Washington DC -- along with our advice on how to deliver the goods. [To protect confidentiality, no agency or client names are mentioned.]
But before we get to that...
Did I make you laugh? Good, because if you have an inner Tina Fey or Jimmy Fallon, and you bring that instinct to work, you can come sit by me. Snark and humor resonate with readers and fuel headlines that people love to share. Enterprise tech headline writing, which I have been practicing intensely since 2008, also involves science, art, and muscle memory. Great headline writers keep up to date on the science, appreciate the art, and relish the practice.
UBM yesterday reorganized InformationWeek and in the process laid off VP & EIC Rob Preston and IWK.com EIC Laurianne McLaughlin. Also departing: editors Kristin Burnham, Shane O'Neill, Alison Diana and David F. Carr, as well as Lorna Garey and Heather Vallis from InformationWeek Reports. Retained were editor Chris Murphy, executive editor Doug Henschen and editors-at-large Charlie Babcock and Tom Claburn.
InformationWeek and Dark Reading now produce weekly web radio programs that showcase their editors as talk show hosts. Having chosen Blog Talk Radio as a platform, IWK and Dark Reading hope that listeners use the chat function to interact with the editorial host -- and with one another -- during the show.
You understand the power of headlines. What makes for a good one? Rread what InformationWeek dot com EIC Laurianne McLaughlin and VentureBeat executive editor Dylan Tweney have to say. You also can learn a lot by scrutinizing the hot online publications. We chose Business Insider. Read more for to learn the effective techniques?