(7/19/01) Chicago land became editorial land last week as ABM's first editorial track held in conjunction with a BPA University program turned into a big success.
An audience of trade press editors received practical advice on grabbing readers' attention with better copy; managing editorial departments at a time of massive change, and improving relations with the business side of the publishing organization.
The full-day editorial track, held July 12 at the Hyatt Regency Chicago, was an important addition to the overall BPA University program, which also included tracks in media buying; advertising sales, circulation management and interactive media. ABM's Editorial Committee produced the editorial track.
A two-part morning session on "Editorial Management in a B-to-B Market" focused on "Revving Up Readership," with practical steps for improving headlines, decks, pullouts, cut lines and copy. Ann Wyle, President, Ann Wyle Associates, also discussed academic research into readership motivation and on-line tools for editors.
Two afternoon panels were interactive sessions that drew a lot of participation from the audience. The first addressed new developments in "Managing an Editorial Department." Editors described how they are helping staffs adjust to the impact of additional projects and a changing economic situation. They also stressed the need to nurture the careers of junior editors and improve hiring practices. David Orgel, Editor-in-Chief, Supermarket News moderated this session. The panelists were Frank Finn, Vice President and Editor-in-Chief, Douglas Publications; Clark Bell, editor and associate publisher, Modern Healthcare magazine; and Chris Sullivan, Editorial Director, Mercor Media.
The second panel examined the relationship between the editorial and business sides of publications. Editors expressed the desire to work as part of a team with publishers but stressed the need to set boundaries in order to maintain editorial standards and good staff morale. Mr. Finn moderated the panel, whose members were Joseph Cappo, senior vice president/International, Crain Communications, and Brent Langman, Editor, Meat Processing.
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