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Writing For Us
Our audience is composed of professionals working in a wide variety of
industries and their water-efficiency related experience, education and
expertise varies widely. The thread that ties them together is that they are all
responsible for evaluating, planning, engineering, construction, monitoring,
maintenance and development of increasingly efficient water use practices.
Although 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 water efficiency-related
activities. If you find yourself writing about nonparticipants, take another
look at the assignment and see if you're headed in the right
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
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 MSW Management
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
on more important matters.