Peter Greenberg: "Travel is front page news"

"Every time you try to manage information you'll get your ass kicked"

Peter Greenberg

Does it take you two or more paragraphs to get into the meat of your subject?  That's a common and major mistake in today's information-overloaded world.  If you can't capture a reader - particularly an editor looking for information - in the first sentence or two,  the game is over.  The reader has already moved on to the next story.   

The takeaway: Keep your intro short.  Always try for the 5 "w's" -- who, what, when, where, how-- in your first paragraph.

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The price of success

When a celebrity broadcasts a TV show from a remote location, it's great P.R. for the destination.  But it doesn't come free.  Often the location must not only house a sizeable production staff, but they must  pay production expenses, which can amount to big bucks. 

Consider Oprah's Australia shows.  According to a reporter for the Sydney Daily Telegraph, Australia paid Oprah's production company $5 million to bring her to Australia, in the hope of promoting tourism in the US market.

The take-away: Big publicity costs big dollars!