Perhaps the problem lies in the summary of the publication that you provided to us at Ragan when you sent your entry in. In that statement, you spoke of one of your editorial goals:
“Managing word counts (e/g., so pages do not become overcrowded)."
Mr. R., in your case this natural part of an editor’s duties has become a hampering obsession. I can’t tell you how strongly I disagree with your “philosophy.” You should give every story the exact number of words it needs, no more and no less. The second you decide to relegate the meaning and significance of a story to a place behind the look of the pages of your publication, you lose any chance of truly reaching and changing employees’ minds, to say nothing of inspiring them to think differently about their work.
And this story, “Looking to the Future,” exemplifies this unfortunate editorial bias in favor of the spare, elegant, minimalist corporate look as against going on at length for the sake of explaining complex ideas fully. Despite what you may think, Mr. R., your goal as editor should NOT be to raise readership to 90% for every issue of the publication. No!
Your goal ought to be to appeal to the minds of the 15 to 20% of employees who read, think, and lead the non-reading, non-reflecting other 80-85% of the workforce. Your articles ought to make this minority of doers and leaders think and reflect more about their jobs and the direction of the company. Almost every article ought to make the People Who Count at the Company think wider, deeper, and farther afield about the business you’re in.
Get rid of the Biz-Lite reporting approach you favor now in the comparatively few articles you write about what employees do at work, and substitute full, detailed, frank, idea-filled reporting about complex business issues and problems, written through the eyes of one or two interesting employee personalities. Make your articles much longer, and don’t worry so obsessively about “Managing word counts.” If it is a boss of yours who believes he or she has editorial insight superior to yours in this matter, tell him or her that Bill Sweetland at Ragan KNOWS better and brought you to book convincingly on this very point.
Meet me back here tomorrow, when we'll learn how Mrs. Lincoln enjoyed the decor at Ford's Theatre.