Don't shortchange Web updates
Stephanie Rosenbloom of The New York Times gave readers a real-time story about Wal-Mart Stores Inc.’s earnings that non-investors could understand.
The article omits the jargon that plagues many earnings stories – especially earlier versions that hit the Web – and it clearly explains what the numbers mean. Stories on other Web sites tossed in analysts’ expectations or several earnings figures to create long first sentences.
Today’s Tip: Real-time Web updates need the same level of clarity and detail that printed stories do. Once you get the required “competitive-edge” stories up, step back and write a reader-friendly piece.
Stephanie’s Web piece started:
Wal-Mart, the nation’s largest retailer and one of the best-performing chains during the recession, reported a profit on Thursday that was essentially the same as last year.
She translated that from a Wal-Mart press release that started:
Wal-Mart Stores, Inc. (NYSE: WMT) today reported diluted earnings per share from continuing operations for the second quarter of fiscal year 2010 of $0.88, at the top of the company’s guidance of $0.83 to $0.88. The effect of currency exchange rates reduced earnings by approximately $0.04 per share. Walmart earned $0.86 per share from continuing operations in the second quarter last year.
The article omits the jargon that plagues many earnings stories – especially earlier versions that hit the Web – and it clearly explains what the numbers mean. Stories on other Web sites tossed in analysts’ expectations or several earnings figures to create long first sentences.
Today’s Tip: Real-time Web updates need the same level of clarity and detail that printed stories do. Once you get the required “competitive-edge” stories up, step back and write a reader-friendly piece.
Stephanie’s Web piece started:
Wal-Mart, the nation’s largest retailer and one of the best-performing chains during the recession, reported a profit on Thursday that was essentially the same as last year.
She translated that from a Wal-Mart press release that started:
Wal-Mart Stores, Inc. (NYSE: WMT) today reported diluted earnings per share from continuing operations for the second quarter of fiscal year 2010 of $0.88, at the top of the company’s guidance of $0.83 to $0.88. The effect of currency exchange rates reduced earnings by approximately $0.04 per share. Walmart earned $0.86 per share from continuing operations in the second quarter last year.
Labels: earnings, Stephanie Rosenbloom, The New York Times, Web updates
posted by Rosland Gammon at
12:02 PM
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