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 Big Picture

This ABC News segment explores whether consecutive stock market rallies indicate an economic recovery. The reporter uses footage from Capitol Hill as well as corporate earnings stories and economists to answer the question.

Today’s Tip: Think of daily news stories as possible pieces to a larger puzzle.

Stop to think about a broader impact and ask what it all means. For instance, with earnings, do you see a pattern among particular types of companies? With commercial real estate vacancies, are certain areas more susceptible? If so, where do people in those areas work? There may not always be a connection, but at least take the time to think about the possibility.