wider selection of media than ever before. To succeed, opinion writers must be better prepared and better informed—better writers—than their predecessors. The Why, Who and How of the Editorial Page explains what it takes to be a successful opinion writer. It explores the social and political impact of editorials. It discusses the background, knowledge and skills editorial writers need to produce stimulating editorial pages, deal with publishers and news staffs, and handle potential conflicts of interest. Perhaps most important, it provides step-by-step instructions for writing editorials and shows how letters, columns, cartoons and design contribute to a lively editorial page. Authoritative, practical and current, The Why, Who and How of the Editorial Page is widely regarded as the major text for editorial page writers and students. FEATURES OF THE NEW EDITION Expanded scope: discusses signed columns and other opinion writing, as well as providing step-by-step instruction for writing traditional newspaper and broadcast editorials. Many new examples: includes more than 100 editorials, opinion pieces and excerpts from a wide variety of newspapers and other sources. Innovations: reflects new approaches that keep opinion pages vital and appealing to readers. Internet resources: explores new research tools and opportunities. Current issues: draws on recent studies and on comments from editorial writers and editors to illustrate contemporary issues and challenges.

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