Back in October, I resurrected the “Iron Reporter” to compare how two different publications covered Siemens’ high-speed train in Russia. It was interesting to see the two reporters, Andrew E. Kramer from The New York Times and Paul Glader from The Wall Street Journal, take distinctly different paths in their storytelling. Both pieces reflected the …more
Any company would prize 20 column inches plus a photo on the front of The Journal’s Marketplace section. That’s exactly what UPS enjoyed in the article titled “UPS Thinks Outside the Box on Driver Training.” The piece makes for a good mini case study on the type of storytelling that plays in the business media. Note …more
Yesterday’s Wall Street Journal included an article that caught my attention. Titled “New Google Hire Takes Aim at Apple,” the piece – can’t bring myself to call it a story – recounts how a Google employee ( Tim Bray) recently poached from Sun used his personal blog to say nasty things about Apple’s mobile phone …more
The Wall Street Journal nails the story “Huge Pipeline Delivers Bonanza to Towns on Route.” What makes it compelling? Let’s start with timing. After slaving on this 1,679-mile wonder, the last leg is now being laid and welded. The end is literally in sight. With a helping hand from REX’s PR department, Journal writer Ann …more
I tend to associate infomercials with Ginsu knives and historical videos on World War II. Obviously, the Barack Obama infomercial that aired last month was not in the order-now-and-get-free-shipping genre. Putting politics aside, the video comes across as a powerful communications vehicle. How can you go wrong with world-class production quality, panoramic views of “amber waves of …more
