Magazine article Editor & Publisher

10 That Do It RIGHT - Financial Times London

Magazine article Editor & Publisher

10 That Do It RIGHT - Financial Times London

Article excerpt

The pink newsprint of the Financial Times grabs attention on newsstands, but as the FT enters the sixth year of its campaign to become a must-read paper for American business, its most important branding advantage may very well be its concise writing. At a time when USA Today is giving its once- derided news McNuggets plenty of elbow room, the FT maintains a rigorous goal for its reporters: "If you're writing a news story, you should be able to write it in under 500 words. If you're doing analysis, you're not going to get more than 700 words. And we do not have turns in our stories," says Lionel Barber, the FT's U.S. managing editor, using Fleet Street argot for what American editors call jumps.

Appropriately, it was war which demonstrated the effectiveness of that strategic weapon. Every U.S. daily of significant size responded to the Iraq war by expanding their news holes, and shoveling them full of copy that was often very good, and almost always very long. The FT expanded its news hole too, but reported the war in crisp, get-to-the-point articles that mixed breaking news and context seamlessly.

War coverage was organized immaculately, with each page assigned a theme, such as diplomacy, battlefield, economic fallout, or reconstruction. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.