I'm fed up. At this point in my career, I'm tired of writing the most milquetoast, pushover, inoffensive, coddling copy that (seemingly) every brand wants to use in marketing and advertising communications. "We help build solutions." "Our people are our secret sauce.""Customer service sets us apart.""We're eco-friendly.Every brand says this. These ... See more

Over the past ten years, media companies have responded to their loss of audience by creating “viral” editorial that performs well inside the platform’s engagement-at-all-costs ecosystem. Predictably, however, quality editorial – the context journalists create for a living – rarely qualifies as viral.