Long-range editorial content shift anticipated

September 17, 2001 - Writers are aware that many of the country's leading publications have published special issues and editions in the wake of last Tuesday's disaster in New York, Washington D.C. and in western Pennsylvania. In upcoming issues of many titles, ads and articles have been quickly pulled and covers reconfigured that were deemed possibly offensive to the American public because the tone of voice was too light or simply too humorous for the nation's somber mood.

Freelancers who have been "called to action" to provide appropriate editorial content are already underway with writing assignments. But that does not leave out the rest of the freelance writing community. For instance, business magazines will be shifting focus to the attack's economic effects on the government, public and private companies, and each individual. Because it stands to reason that the United States may soon find itself in a war, or warlike situation, long-range content that is often put together months in advance of the publication date, must remain aware of the possibilities that we will find ourselves in and address them accordingly.

"We're mindful that people will be reading this months from now," said Janet Chan, editor-in-chief of Parenting, discussing that their next issue is not until December. In some instances, October and November editions were already at the printers and changes could not be made. One title, Good Housekeeping, decided to bind a memorial card onto the front of each copy.

Editor-in-chief of Good Housekeeping, Ellen Levine, noted that her next challenge was to address the Christmas issue, usually an uplifting issue which may not fit the national mode come December. "With a military response to the terrorist attacks possible, trying to anticipate the mood of this country two months from now is difficult."

Perhaps part of the key to future queries and submissions is to consider your material and craft it so that appropriate references to the tragedy and the potential aftermath can easily be added or pulled as needed.

At U.S. News & World Report, the flexibility and ability to react quickly to current news is not in question, but as noted by Editor Brain Duffy, "We just need people to work the phones, do reports and get involved." Writers with unique perspectives may find this an excellent time to pitch a wider variety of publications who are in need of fresh ideas and content.

The weekly tabloids will move away from celebrity coverage in any significant way. As reported by LA Times Ann O'Neil, "Our usual dishy chat and catty asides seemed wholly inappropriate. The sentiment was shared by most of the nation's gossip columnists, who suddenly felt useless, silly, frivolous." However, for writers in the celebrity marketplace, there should be ways to cover the stars within the context of last weeks events.

Writers have a challenge ahead of them as they try to stay on top of editor's needs in the coming months and possibly for an extended period. Now, more than ever, it is necessary to tighten content focus, craft it with tone-of-voice flexibility, and lastly, to pay attention to contacts that may need to be signed quickly but need to be fully understood nonetheless.