This advice was directed toward newspaper, but I think it applies to all writers.
"Each day we must publish a newspaper that makes us proud, but not so proud that we forget that it is not our newspaper, but our readers'. To accomplish that, we must:
Be fresh.
Be informative.
Be inviting.
Be accurate and fair.
Be appetizing.
Be clear.
Be imaginative.
Be unselfish.
Care. Care. Care. Take it and show it."
— John "Chips" Quinn, editor, Poughkeepsie (NY) Journal, 1990, in a memo to his staff. Quinn died at age 34, but there's a scholarship program in his name.
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