By Patrick Clinton
Along with his "Guide to Writing for the company Press", Patrick Clinton bargains an available consultant to the "hidden international" of the company press, together with examples on the best way to establish viewers wishes, writing headlines, and accomplishing interviews.
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Extra info for Guide to writing for the business press
Most are published weekly, and few run more than eight or twelve pages. Typically newsletters contain little or no advertising, and subscription prices tend to be highit is not unusual for a high-quality newsletter to charge subscribers hundreds of dollars a year. Page 8 It is not directories and data services. We have already mentioned the directories of magazine advertising rates published by Standard Rate & Data Service. These large volumes are issued monthly to subscribers; they accept advertising and are used professionally by subscribers.
It wouldn't be enough to know how much wood was sold nationwide for all uses a year ago; you'd need current figures for two-by-fours, planks, plywood, and so forth, broken down by the type and grade of wood, the use to which it was being put, and geographical region. You'd want to look at import/export figures with an eye to what regions were using what particular lumber products, and you'd need background information that would help you predict whether demand was rising or falling. You'd need extensive analyses of major purchasers and suppliers, details on every piece of legislation on the state or federal level that might affect your profitability or the way you did business, from trade restrictions to safety standards.
Banking publications focused on the interrelations between emerging ethnic gangs and the banking industry; and the jewelry press covered negotiations between the Russian government and the DeBeers company on how to manage a potentially market-shattering stock of diamonds that Russia wanted to sell. Page 5 Second, business magazines quickly analyzed each aspect of the Los Angeles earthquake of January 1994. Some of the most interesting coverage had to do with steel-frame construction: While no steel buildings collapsed in the earthquake, many suffered unprecedented forms of damageleading to a revaluation of widely used techniques of earthquake-resistant design.