DISTRIBUTED ENERGY
is the premier journal for onsite power solutions. Our audience
is composed of professionals working in a wide variety of industries
and their power-related experience, education and expertise varies
widely. The thread that ties them together is that they are all
responsible for evaluating, planning, engineering, construction,
maintenance and development of local, onsite power capabilities
in their organizations. While their backgrounds and actual job
titles are diverse, all are working professionals and while writing
for this group you should assume a high level of comprehension
and familiarity with your subject matter.
The prevailing perspective
and the bulk of interviews, ascriptions, and quotes should belong
to direct participants in distributed energy and onsite power
generation-related activities. If you find yourself writing
about nonparticipants, take another look at the assignment and
see if you're headed in the right direction
Think like your
audience. Put yourself in the shoes of our readers. What
makes this subject important enough that you would take time out
from your busy schedule to stop and read the article? Where's
the hook? How best to bait it, cast it, troll it, and sink it?
When you've satisfied yourself on those scores, you're ready to
write.
Engage your reader.
Leave no doubt in anyone's mind who you are writing to and why
it is important. Rivet your full attention on your readers and
drag them into the middle of your subject, address them directly
and personally.
Don't shy away from
technical aspects of your subject. Make your readers "reach,"
but never "write down" to them. Aim high in your expectations
of the reader's knowledge and expertise. Also assume that your
readers appreciate sound use of language or grammar. If the article
is too simple or basic, we can't use it.
Identify yourself
as a writer on assignment for DISTRIBUTED ENERGY and conduct
yourself and the interview in an open, friendly manner. Think
about the article's appearance as you conduct your interviews.
How might graphics underscore an important point? What may entice
a browser to take the plunge? Gather as much graphic material
as possible (photos, charts, illustrations, etc.). The more options
our art director has, the better.
As far as rules are
concerned, follow the latest Chicago
Manual of Style. We have a set of conventions of
our own, however, we'll apply them as appropriate leaving you
to concentrate on more important matters.
