The prescription for editorial page success

(API's Warren Watson asked editorial page editors and others to identify the key elements that go into an excellent editorial page. What is the formula for success with editorial pages, we asked editors from The Dallas Morning News, The Sacramento Bee and the Cape Cod Times and frequent API discussion leaders. They share their thoughts in this API Roundtable.)

Bill Mills, editorial page editor, Cape Cod Times:

• The best editorial pages should be courageous, willing to take an unpopular stance if we truly believe it's the right thing to do.
• I think the best editorial pages aim for the heart as much as the mind. In the end, we want to move readers to think, to feel, to act, to revolt, to rejoice. The tough part is to do this, to move them, without being sentimental or emotional.
• They should be bold and provocative. Open to truly new ideas or occasionally unpopular opinions.
• Letters should be concise and well edited. Subject matter must be very timely or the sense of urgency is lost.
• Always avoid being predictable. If we're just going to parrot what everyone else is saying, "what's the point of reading us?"

Cliff Schechtman, editor, Cape Cod Times:

So, what makes great editorial pages great:

• A publisher and editor who give the editorial writer great freedom and latitude to write with passion and conviction.
• In-depth comprehensive reporting. If that lacks on the news pages, then it is up to the editorial writer to do the legwork.
• Excellent writing that contains a unique and often unpredictable point of view.
• A strong voice, not one that sounds like it was written by committee.
• A well-balanced, thoughtful, reasoned approach that gently advances the common good. Preachy heavy-handedness never works. William Allen White once wrote: "An editorial is a free expression upon the news of the day, written briefly and bravely by a wise, kind-hearted person."
• A diverse and balanced op-ed page, and the best of the letters.

David Holwerk, editorial page editor, The Sacramento Bee

A great editorial page:

• Uses the same tools that work for news pages. There is no substitute for timeliness, relevance, attractive display, original reporting, repetition, compelling writing and all the other elements that go into making great news pages.
• Does not drone on and on. It does not confuse speaking authoritatively with speaking exhaustively.
• Knows that there is more to life than public policy and chooses topics accordingly.
• Wants to see action taken, not just to make a point.
• Isn't afraid to stand up for what it believes nor to change its mind and admit it was wrong.
• Is focused outward rather than inward, thus making it less concerned about being a great editorial page than about making its community a better place to live and giving readers a reason to turn to it every day.

Keven Ann Willey, editorial page editor, The Dallas Morning News

The building blocks for great editorial pages:

• Exude passion, enthusiasm, a clear point of view. Pursue it vigorously, fairly and shamelessly. Ban oatmeal editorials whose conclusions are no more exciting than an issue needs "more study " or a problem needs "a solution " or a challenge needs "a plan. "
• Good writing is an art, so paint a great picture. If you're bored by the subject, your readers will be, too. If you don't have the time to make the writing sing, reorganize your priorities.
• Think like a reader, not an editorial writer. What points are most persuasive to readers? What topics most important? Be sure your efforts are centered on what's good for the reader, not what's convenient for the writer/department.
• Think strategically. What exactly are you trying to achieve? How can you enhance the odds of achieving that? Who can help make the desired case? What arguments should be made to which audiences how often?
• Be innovative -? not for innovations' sake, but for your readers' sake. Where are the stone tablets that require editorials to always be a certain length, to always read a certain way, to always appear in a certain format. If it will help you make your case, experiment with different editorial voices, tactics, arguments, presentations.
• Find ways to actively engage readers. Without them, we're history. This is an electronic age and readers, as a result, have myriad ways to get their news and analysis. Make sure you're part of that mix.

Rick Horowitz, syndicated columnist, writing coach

Great editorial pages ...

• Inform and engage -- and occasionally outrage -- their readers.
• Aren't ashamed to stand for something, and to keep standing as long and as often as needed.
• Actually seem to come from somewhere.
• Recognize that they frequently deal with matters in controversy, and that some readers will disagree with them, and that that's not a bad thing. (If nobody disagrees with anything you say, you're probably not saying much.)
• Realize that the words "We've never done it that way before" can also be used as a compliment.
• Don't bend with every breeze.
• Leave readers talking about today's editorials, and eager to see tomorrow's.
• Don't necessarily run my column -- but it can't hurt!