As you may notice, Issue 11 of Editorializing marks a transition. For one thing, it's not as long as some of our past works. Our next edition (January 2008 – let the saying of "after the first of the year" ring throughout the land) will consist of one item.
That's because we've been drinking the Kool-aid stirred up by Michael Katz, whom we like to call The E-Newsletter Guy. You can read all about him in the Interesting People Q&A that follows, but we'll tell you right here and now that his own, biweekly e-newsletter is exactly one article long, a mere 800 words or so. It's the kind of thing you can actually take the time to read when it first darkens your Outlook doorstep because, well, it takes no time to read. But it always sticks to the ribs and, as such, we look forward to seeing it each and every fortnight. For that reason, we seized the opportunity to grill the man in depth – in far greater depth, we don't doubt, than he would approve. Looks like we're sending the old-school Editorializing prolixity out with a bang.
Of course, The E-Newsletter Guy can get his e-newsletter out twice a month because it's bite-sized, whereas our epic tome is so dang long that we're lucky to get it out twice a year (hey, we've got a going concern here – we get busy). So yeah, come January, it's gonna be quick and dirty, which, praise Jah, will also be the case in February and March and every month thereafter.
Because the thing is, one of the main reasons to do a newsletter is to remain ... wait for it ... top of mind (again, see Interesting People). Twice a year ain't top of mind. In fact, we don't blame you if you're wondering about now, who are these people?
We're just going to nudge the focus from copyEDITING to copyWRITING, from the black-and-white to the Technicolor.We're also making a change in the content of Editorializing, which reflects the gradual evolution of our business from general editorial shop to crucible of creative copywriting and bang-up branding. In other words, we've found our niche (readers of Editorializing 9: Better Branding Through Language may have seen this coming). These days, most of our clients are creative directors who work at creative agencies in the entertainment, lifestyle and nonprofit arenas (okay, our nonprofit clients don't generally have creative directors on staff, but they do have someone wrangling their messaging and branding, and that person knows we're talking about her). So we're going to write more about copywriting and branding. January's episode will likely explain why we're so into copywriting and branding, but February's may be along the lines of "Edgy ... Edgier ... Too Edgy," and by March we could be well into "Creative as Clairvoyant: Figuring Out What the Client Wants," and so forth and so on.
Of course, language will always be the bedrock of what we do, so we'll continue to regale you with Not Our Clients boners and the sticklerism you've come to expect from us. And we're bigger consumers of pop culture than ever, so "Round and Shiny" will surely remain in the house. We're just going to nudge the focus from copyEDITING to copyWRITING, from the black-and-white to the Technicolor (speaking of which, if you haven't seen "The Wizard of Oz" in high-def, put it on your TiVo wish list now).
And now, without further ado, clap your eyes on this example from our latest batch of Not Our Clients doozies: