By Sonia Blumstein, Account Supervisor at Intermark Group
Is the traditional newspaper op-ed dead? We ask the question because according to the Newspaper Association of America (NAA), newspapers are dying, and so is their circulation. The NAA’s most recent report shows that the total circulation of newspapers is now just over 1,300 daily and 900 on Sundays. Total daily circulation has bottomed out at roughly 44 million. Sunday circulation, however, is up, just slightly, to approximately 49.5 million readers.
Yet even today, an opinion-editorial (sometimes called a guest opinion or bylined article) published on The Wall Street Journal’s editorial page can be worth tens of thousands of dollars in FREE, earned media.
And who doesn’t want that?
Fortunately, today’s newspaper op-ed shelf life is longer than the life of a sheet of black-and-white typed ink. A published piece lives on past its publication date on the Internet, through repostings on blogs and on social media. Cumulatively, that equals a gazillion eyeballs that still care about the opinion-editorial page: thought leaders, lawmakers, concerned citizens.
But please - pretty please - learn to write them right.
Here are some tips to write an effective opinion-editorial that will land you in your local newspaper, and with the right wordsmithing, could land you in a top-tier publication.