Service journalism

"{[[1]]As defined by Newsletter & Electronic Publishers Foundation--

"Service journalism is:

• Useful. You must inform readers, yes. But if you find ways to demonstrate how the reader can use the information, you will be more successful. You’ve heard of WIIFM. What’s in it for me? “You” and “your” are the most used words in advertising. See how often you can get “you” in the first sentence of your copy. Using “you” will force you to consider the reader.

• Usable. Here’s a rule. Whenever you can make a list, make a list. Lists get more attention, better comprehension and more retention. Five ways to save money. 69 Ways to Seduce Your Lover. Do this; don’t do that. 10 Rules Even Smart Women Break. Advantages, disadvantages. One Move to Whittle Your Middle. (Don’t think you have to write sentences.) “Tips” is a magical word. Get the Hair He'll Love.

• Used. Service journalism is action journalism. You are successful only if people use the information. People stop paying attention to information they never use. You should be able to prove to advertisers and others that your readers do what you tell them to do. That means, you must devise ways to get readers to respond. To get readers involved and doing things, you must promise them something. Offer a prize; give them something free. Magazines send t-shirts to readers that contribute letters, for example."

Magazines that have succeeded in the area of service journalism include Glamour magazine, Marie Claire, Men's Fitness, Maxim, Redbook, Ladies' Home Journal, Better Homes & Gardens, Family Circle, Shape, Self, Cosmopolitan, FHM, Men's Health, Women's Health, Men's Fitness, Health, Budget Travel, and Seventeen, among others.}