Targeting the Time-Starved Reader

By Dick Weiss
Jan. 23, 2008

As I scan the nation's newspapers and Web sites for compelling business journalism, I'm first drawn to the longer stories. After all, if a newspaper has decided to devote a tremendous amount of space and time to a subject, it's worth at least a look. Most get off to a good start with some interesting revelations but then meander around topics with reporters and editors deciding to share nearly all the information gathered whether interesting or not. As a counterpoint, I'm here to share some small gems. I suspect each story took not all that long to report or to write. But they are sharp, interesting and well-focused. I suspect, too, that they are useful learning tools for business writers who don't generally have weeks or months to report and write their stories. The best comes from the San Jose Mercury News (a winner for the second time this month) with a piece that looks at a tempest over the naming of a thriving Vietnamese shopping district. Also contributing are The Philadelphia Inquirer with a fresh take on a rags-to-riches story and the newly launched MinnPost.com with a story about a burgeoning online lending platform. Reading time on each piece is less than five minutes.

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Note: Each headline contains a link so you can read the stories online. Some sites will require you to register first. It's worth taking the time.

3  Online Microlending Surges in Popularity
Christina Capecchi of MinnPost.com
The MinnPost.com is a new online journal (there's a print edition as well) founded by the former publisher of the Minneapolis Star Tribune. Working with some former staff members and freelancers, the new journal can't cover everything but it has added some interesting stories to the mix in the Twin Cities area. One of them is Capeechi's look at online borrowing in which lenders online get interested in and get to know borrowers in ways that go beyond application forms and numbers. Cappechi does a nice job of introducing you to this new online borrowing system by focusing on the plight of Emily Erlandson who has applied for a $7,000 loan to get her through her wedding day and the bills to come.

2  Donor Built Millions on $11 an Hour
Joe Logan of The Philadelphia Inquirer
Joe Logan had a great story and knew he didn't need to add frills. It's about Paul Navone who never made more than $11 an hour and yet managed to accumulate millions simply by investing wisely. While he's led a frugal life, Navone is no miser. He's given much of his fortune away. Note how Logan has a knack for answering questions about Navone just as they seem to come to mind. He keeps it simple, and in doing so, he is able to tell a nice story in just over a thousand words.

1  For San Jose's 'Little Saigon' Backers, Anger Runs Deep
Kim Vo of the San Jose Mercury News
Vo offers a richly detailed piece about a Vietnamese Shopping district by keeping her focus very narrow. A city council member has thwarted the effort of many merchants to name their district "Little Saigon." It may seem like a minor issue ... the district was given the name Saigon Business District ... but it meant a lot to those involved. They want to oust the council member who is herself Vietnamese. Notice how Vo provides some history and a vivid picture of the district as it exists today to embellish her portrait. She doesn't tell her readers everything -- only what they need to know to appreciate the passions of those involved.

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Copyright © 2008 Donald W. Reynolds National Center for Business Journalism