Custom publishing – producing articles, newsletters and magazines for a corporation or organization – is a form of marketing. As such, the goal of the writing is usually to get someone to buy something. Even the high-brow, glossy custom magazines that publish in-depth articles aimed at top-level executives are selling something. The goal of these magazines is often “thought leadership,” a vague marketing term that means the company is promoting how smart it is. They are trying to get the reader to buy into the image of the leaders of this corporation as particularly intelligent, insightful and strategic thinkers.

Such phrases have started creeping into my vocabulary as I do more custom work. I’ve always been a stickler with myself, and with others whom I edit, about keeping language simple, clear and concise. While many marketers value good writing, some do not. They – and the executives above them – apparently think imprecise, vague language effectively promotes their product or advances their agenda. Granted, the goal is to sell something, to in some way influence the reader’s behavior, but to do that you need to hook readers – by entertaining them, piquing their curiosity or delivering valuable information. Marketing people often think in terms of what they, and their company, want to say, rather than what the reader – their customer – needs. I try to point out to them that few people will actually read their custom magazine or corporate white paper unless it’s interesting, well-written or useful – and preferably all three. And those that do read it aren’t likely to take action if they get the sense that the article is just promoting the company.

But the marketing folks sign the checks. My job is to write what they want in the way they want it. So I cringe, subvert my hard-earned skills and write how I’m told. I write about challenges, rather than problems. There are no products or services – they are all solutions. Some are even, God forbid, unique solutions. And these solutions are often optimized, a word that runs all too rampant in marketing copy. (To optimize is to “make as effective, perfect or useful as possible.” If you have to optimize a product, that implies it wasn’t very effective or useful to start with.) All the while I imagine my notoriously loud and dictatorial journalism professor, John Bremner, rolling over in his grave and screaming “barbarisms!” (Yes, that word applies to writing. According to Dictionary.com, definition #3: “the use in a language of forms or constructions felt by some to be undesirably alien to the established standards of the language.”)

I know I shouldn’t complain. After all, in a strict business sense, my goal is to please my customer. Still, it gives me a stomach ache to write this way. And that’s not all. Like a fungus in a dark room, these marketing phrases and meaningless executive pronouncements proliferate and sneak into my journalism. It doesn’t help that I often interview marketing people, as well as executives, for my stories, and thus am exposed to these phrases on several fronts.

How to combat this? One of the best antidotes I’ve found is editing work. In college, Bremner seared so many editing commandments into my brain that I somehow channel him when I edit other’s work. My ability to sniff out the inexact phrase or dangling participle becomes keener when I read someone else’s copy. When I don’t have others to edit, I try to bifurcate my personality. I’ll write a draft of something, let it sit for a day, and then come back to it with my merciless Bremner persona, red pen ready to slash.

The other method is to really listen and think when I interview people. Even journalists – who are professional listeners as well as writers – sometimes get lazy as they take in the answers to their questions. I try to remember to ask, at least once during any given interview, some version of the question: “What the hell does that mean?” More diplomatically than that, of course. For example, the other day a CIO was explaining to me a strategic move that his company made. “They were charged to come back with a change in communication initiatives to drive better alignment for not only the IT organization, but also drive better alignment for the enterprise.” I was able to partially translate as: “I asked them to tell me how .. .” but I had no idea what he meant by better alignment. So I asked. His answer got into important details that enabled me to write a much more interesting and useful story for the reader.

Whether the reader is a magazine subscriber or a customer, that should always be the goal.

It essentially boiled down to “teach yourself.” That’s nothing new for freelancers. But doing all the research to find out what we need to get started and where to find it – that can be a real time-suck, assuming you can even find this information. And that’s what was so valuable about Hernandez’ presentation. In one hour, he ticked off his recommendations of audio and video equipment as well as software programs we’d need to get started. All of it is geared for beginners and carries a price freelancers can afford – most of the equipment is under $200 and much of the software is free. He recommended websites where we could learn the basics. He pointed us to sources of audio, video and still images to illustrate our stories.

Many of us were amazed at how magnanimously he shared his knowledge. With Hernandez’ permission, I’ll continue in that spirit and “pay it forward” by passing on some of the golden nuggets.

Pocket video cam: Kodak Zi8

Low-cost tripod for video cam: Gorillapod

Digital audio recorder: Edirol R-09HR

Microphone: Sennheiser MD-42

Produce a slideshow with sound: Soundslides

Edit your sound files: Audacity

Edit your video: YouTube’s recently-launched online video editor

Illustrate your stories with maps: Umapper

Create timelines for your stories: Dipity or VuVox

Find public domain clips of audio, music, video or still images: Internet Archive, Audiojungle, Creative Commons

Create graphs, charts, word clouds and other types of visualizations: Many Eyes

Best site for online tutorials: Lynda.com

Get tips on online storytelling from Ira Glass on YouTube

Useful websites on digital journalism: 10,000 Words, Interactive Narratives and The Poynter Institute’s News University

I’m convinced it does. But it’s going to be so different from what we’re used to that we aren’t even capable of conceiving it yet. A source for one of my stories on digital publishing points out that when the automobile first came out, people called it the horseless carriage. The only way they could define these early cars was by relating them to a familiar mode of transportation. That’s the kind of disconnect we have in the publishing business. The whole world has changed, and we don’t understand the new world well enough yet to see where and how we’ll fit in. And many of us are terrified that we are selling buggy whips.

The terror has been building steadily this year. A couple of months ago, I participated in a lively LinkedIn discussion. The thread was started by a post by freelance colleague Polly Traylor, who lamented the state of the freelance business on her blog. It didn’t take long for many of us to chime in – and the opinions ranged from: it’s a brand new world and “those who learn to adapt and embrace the change may actually find a lot of opportunity in it” to “freelance journalism is dead” and all that’s left to do is “put fresh flowers on its grave.” (You can read the discussion here.)

It’s clear that no one – including the biggest media companies – has a clue. Consider these two news reports from just this week. First, News Corp. announced strategic moves toward its promised strategy of charging readers for online content. It bought Skiff LLC , which makes an e-reader and a digital publishing platform. News Corp. also invested in Journalism Online, a startup by Steven Brill and other media executives that aims to offer a way for publishers to charge readers for online news.

In contrast, Forbes.com is going in the other direction, apparently planning to use thousands of unpaid contributors instead of professional journalists, according to a report by Paul Carr on TechCrunch. At a recent staff meeting Lewis Dvorkin, who oversees Forbes editorial, said that “Forbes editors will increasingly become curators of talent,” according to Carr. As my colleague Howard Baldwin has pointed out, that comment makes us freelancers feel like we belong in a museum. (Getting old is a theme for Howard. See his blog, “Middle-Age Cranky.”)

Meanwhile, social media consultant Paul Gillin recently passed along this trailer to an upcoming documentary, “Fit to Print,” on the dying news business. While melodramatic, what this clip does not exaggerate is the level of fear among professional journalists.

It’s the end of the journalism world as we know it. The big question is: what’s next? I hope this conference gives me at least some possible answers. Tune in next week to find out.

At least this friend answers her phone. I have another friend who rarely does. She does not even respond to e-mails. She’s strictly text. Most of the time I don’t even have my mobile phone on, since I work at home. I’ve told her that and suggested that she call me on my landline. Still, she texts.

It’s ironic that the more ways we have to communicate, the less we talk to each other — actually use our voices interactively in real time in person to exchange information. It’s called conversation. I first noticed this in my work. It’s rare that I can cold-call a source and actually have someone pick up the phone. Most people let voice mail pick up and then return the calls they want to. Virtually all of my interviews are arranged through e-mail. I did reach an IBM executive on her mobile phone once – she told me to text her my phone number and question and she’d get back to me.

Sure, interviews are conversation. But they are a conversation that’s been prepared for. They are at least partially scripted.

This real-time avoidance seems to be increasingly common in my personal life. Rarely do I have an impromptu, casual, meandering conversation in which there is no agenda. We seem to be using our digital technologies to build a wall around ourselves in which we can view the information that comes in and then choose whether, when and how to respond to it. That’s useful in that it helps us to be more efficient and protects us from confrontation with people we may want to avoid.

But it also has a price. It isolates us and increases the potential for misunderstanding.
Conversation is intimate. It forges a strong personal connection. It can foster an understanding of or at least appreciation for another’s point of view. For all our social networking, each of us is a lone voice adding to the digital cacophony. Electronic communication is fine for exchanging information. But knowledge and understanding requires listening to someone, in the context of a situation, and seeing the light in their eyes and the animation in their gestures. I’m really starting to miss that.