＃自留＃99种方式改进您的报纸
关于写作的提醒11条
1. BE INTERESTING. Boring writing is killing our newspapers. Good stories make readers want to
read todayÕs newspaper, then theyÕll look forward to tomorrowÕs.
1. 改进内容——文章的趣味性
枯燥的新闻内容将是毁掉报纸的罪魁祸首。而生动的故事将使读者对今天的报纸颇感兴趣，并希望能读到明天报纸的内容。
2. MAKE NEWS STORIES SIMPLE. To r t u r e d, convoluted writing might impress your colleagues in the creative
writing group, but it wo nÕt have the same impa ct on your readers .
2.精简新闻内容。
费解的新闻内容可能只会给你的同事留下深刻的印象，但对于读者，并不会产生同样的效果。
3. KEEP STORIES AS SHORT AS POSSIBLE.How long is long enough for a lead story? Tell the story as easily
as possible without unnecessa ry embellishment. Give it a be g i n n i n g, a middle and an end. Then stop.
3. 让你的新闻内容短小而精悍
尽可能简洁明了的叙述故事。减少不必要的修辞。故事的开始，高潮，结尾即可！
4. FEATURES CAN BE LONGER, BUT NEVER TOO LONG. A feature is not a news story into which you hav e
inserted ev e ry last banal comment from your notebook or tape recorder. The only defense for a long
s t o ry is reader interest. If itÕs 40 inches long and interesting, theyÕll enjoy it; if itÕs rambling and incoh
e r e n t, they wo nÕt. How do your features rate? Read them!
4. 特别报道，篇幅不能太长。
它区别于一般的新闻报道，记者可随意在新闻报道每段文字后插入自己的评论。而特别报道唯一的衡量标准是，读者是否对这个内容感兴趣。如果此特别报道内容较长且内容比较有趣，那读者将会喜欢阅读，否则，杂乱无章的文章会使读者产生厌恶感。所您的特别报道究竟应多长才适当呢？请您自己先阅读这个内容吧。
5. WRITE GOOD OPENING PARAGRAPHS THAT LET THE READER KNOW WHAT IS HAPPENING. Write the way you
talk to a friend. Deliver the facts clearly and make the story intriguing and ca p t i va t i n g .
5. 一个好的开头——即让读者对本新闻事件一目了然
以向朋友叙述故事的方式来讲叙新闻事件。用清晰且引人入胜的方式来呈现事件本身。
6. PUT A NUTGRAPH, OR EXPLANATORY PARAGRAPH, high up in the article to tell readers what the story is
a bout and why they should read it.
6. 在报道显著位置呈现解释段落，以告诉读者此报道讲叙是什么内容，为什么这篇文章值得一读。
7. AVOID JARGON OR OFFICIALESE. If you donÕt unders tand what the person youÕve just
i n t e rv i e wed is ta l king abo u t, you can bet your next pay ch e ck your readers wo nÕt
e i t h e r.
7. 避免公文似报道
如果你自己都不知道采访对象讲什么，那我们可以打赌，你的读者也不会明白你写的是什么。
8. READ YOUR STORY AFTER WRITING IT. Aloud prefera b l y. If you have to
pause for breath in the middle of sentences, theyÕre too long.
8. 写作完毕后，请阅读你的报道。最好大声点。
如果你发现自己在阅读长句子时，需要停顿以喘气。那说明你写句子太长了。
9. ASK SOMEONE ELSE TO READ IT. Listen to their criticisms and make ch a n g e s
w h e n ever necessa ry.
9. 可以叫其他人来阅读此报道。听听他们对此的批评，必要时作出修改。
10. READ IT AFTER ITÕS PRINTED. Spot errors in style and technique and correct
them be fore writing your next story.
10.打印后再阅读一遍
标出错误的地方并更正以确保你下次写作时不会犯同样的错误。
11. AVOID CLICHES. Ò It was ev e ry o n e Õs wo rse nightmare ÉÓ is precisely that!
11. 避免陈词滥调
比如这句典型的句子“这是每个人的噩梦”
关于编辑的提醒
12. SEEK A FULL RANGE OF STORIES FOR THE NEWSPAPER EVERY DAY. DonÕt bore readers with a newspaper
full of committee reports.
12. 每天为读者寻找系列新闻报道，而不是给读者呈现委员会报告。
13. LOOK FOR HUMAN INTEREST STORIES, BUT MAKE SURE THEY ARE WORTH THE SPACE.Nothing is wo rse than
feature pages filled with irrelevant rubbish Ñ even if it is local Ñ that makes your readers yaw n .
13.寻找人们感兴趣的报道。但是要确保这些内容值得报道。
没有什么比那些毫无相关信息内容的专题报道更糟糕的了。即使是地方新闻，也会使读者感到无聊。
14. ADD HUMOR TO THE MIX. Re a d e rs like to laugh, even if your publisher doesnÕt .
14.给报道添加幽默 因为读者喜好幽默内容
15. SEEK READER INVOLVEMENT. If you have a story that aff e cts readersÕ lives, publish their opinions in the
s t o ry. Ask their opinions for a fo l l ow-up. Publish their lett e rs. Show that you care about them.
15. 积极鼓动读者的参与
如果你的报道反映的是读者生活，那请将他们的观点在报道中刊登出来，或者询问他们的建议，并将他们的来信刊登出来。表明你重视他们。
16. READ EACH STORY BEFORE YOU DECIDE HOW MUCH SPACE IT WILL OCCUPY ON THE PAGE. D o nÕt run anything
at length if it doesnÕt deserve the space.
16. 在你决定此报道应在报纸中占多少版面之前，请仔细阅读报道。如果报道不值得占如此多的版面篇幅，请不要将所有细节都堆砌上版面。
17. EDIT OUT REPETITION AND VERBOSITY EVEN IF IT MAKES THE STORY TOO SHORT FOR THE HOLE ASSIGNED.
Two short, interesting stories are be tter than one long, tedious one.
17. 请删掉重复信息，两段简洁而有趣的报道将胜过长篇大论。
18. UNDERSTAND THE STORY. If you donÕt, ask the writer what he or she means. If the writerÕs not ava i la
b l e, spike the story or save it for another day.
18. 理解故事内容
如果你没有询问道作者他或她的意思是什么，或者作者没能回答你的问题，那请保留这个报道，或者存稿到令一天在刊登。
19. REWRITE WHERE NECESSARY. If the story needs additional information, ask the reporter get it. Po l i s h
bad gra m m a r. Ma ke the writer look go o d .
19. 必要时重新编写报道 如果报道需要进一步的信息，就请指示记者去获得这些信息。
20. LONG STORIES ARE EASIER TO READ IF THEY ARE BROKEN INTO TWO OR MORE SMALLER ONES. They look
be tter on the pa g e, and readers like them.
20 篇幅较长的故事分成两段或多个段落后更容易阅读。而且在报纸上看上去更舒服点，读者也乐于这种阅读方式。
21. MAKE SURE THAT BRIEFS ARE SHORT. A sev e n - i n ch story may help to fill a l-o-o-o- n - g, empty column
q u i ckl y, but itÕs not a brief. ItÕs lazy.
21. 确保简洁即短
长篇大论可以填满一栏，但是这不是简洁，这是懒惰。
22. PUT ONE OF YOUR BEST EDITORS ON THE ÒBRIEFS BEAT.Ó E n c o u rage that editor to develop a bright and
d i s t i n ctive style for these important items.
22. 给你的最佳编辑评上“挑战简洁”的称号
并积极鼓励培养编辑区别重要信息内容的能力。
23. WRITE STRONG, INFORMATIVE HEADLINES that give the reader a clear idea of what the story is abo u t .
23.给文章起一个醒目的标题
这个标题必须能有力的传达信息，且读者一看便知道故事内容。
24. MAKE SUBHEADS CAPTIVATING. Avoid repeating detail from the headline or the first pa ra g raph of the
s t o ry. Subheads should entice the reader into the text.
24. 使副标题具有吸引力
避免标题和文章的第一段重复信息，副标题必须引导读者对文章内容的感兴趣。
25. RUN CONTESTS AS OFTEN AS POSSIBLE. Give readers the opportunity to win contests. Especially ch i ldren
Ñ theyÕre tomorrowÕs readers .
25. 在报纸上组织各种活动
并让读者有机会赢得活动，尤其是小孩，因为他们是明天的读者。
26. LONG BORING STORIES SHOULD NOT BE RELEGATED TO THE EDITORIAL OR OP ED PAGES. Items on the editorial pages should be as interesting and as relevant as every other story on every other page of the newspaper.
26. 冗长报道不可出现在评论或特约稿件板块
评论或特约稿件板块应刊登与每天报纸内容相关的有趣报道。
27. EDITORIAL WRITERS SHOULD BE ENCOURAGED TO WRITE CLEARLY. Avoid pious waffle. Get to the point q u i ckl y, make it forcibly and then get out. Use a larger point size than the normal body text to add e m p h a s i s .
27.鼓励评论作家清晰阐述观点
文章内容简短且要说到点子上。避免文章内容空洞。并使用比正常字体稍大一号的字体以起强调作用。
28. COLUMNISTS ON THE EDITORIAL PAGE SHOULD BE WORTH THEIR SPACE.A local columnist with something worthwhile to say is always better than a national columnist waffling about crime on Denver streets Ñ unless, of course, you live in Denver.
28. 评论板块需刊登地方专栏作家报道内容
地方专栏作家撰写的地方报道内容相比全国性专栏作家撰写世界新闻内容更受当地民众喜好。
29. EDITORIAL CARTOONS SHOULD BE WELL DRAWN AND RELEVANT. Wit, subtlety and irony are usually better than viciousness. Un l e ss the subject is a crooked politician.
29. 评论板块漫画家需善于绘出确切主题的漫画
讽刺画面要胜过恶意的画面。除非主题要表现的是一位奸诈的政治家。
30. DEVELOP A GOOD DAILY LETTERS PAGE. Get ordinary people to write. Encourage readers to write about a variety of subjects. Make it a must-read page.
30. 开创一栏公开信
鼓励读者参与撰写各种主题文章，并将信内容刊登在“必读”页面板块。
31. EDIT LETTERS TO THEIR NATURAL LENGTH in the same way as you (ought to) edit your stories.
Because someone took the trouble to write 30 inches of meandering drivel doesnÕt mean you are obligated to print every droning word. Edit to the nub of the lett e r. Show the edited letter to the writer or read it to him or her before publica t i o n .
31.将读者来信编辑成固定长度
正如编辑新闻报道的方式一样。因为读者的来信内容可能相当多，所以没必要将每个文字都刊登出来。在出版之前请将编辑好的文字发给读者阅读一遍。
32. DONÕT PRINT EVERY LETTER YOU GET. Use the best ones, save the
average ones for the big letters day of the week and consign the rest to the waste bin. Th a tÕs called editing.
32. 没必要刊登你收到的每一封来信。挑出其中最好的一封来信刊登。
33. ENCOURAGE READERS TO RESPOND TO LETTERS. But don’t let a debate dragon beyond its natural life span.
33. 鼓励读者对刊登出来的信给予回应
34. USE LETTERS IN OTHER AREAS OF THE PAPER. L i ke the sports or features sections.Get readers to respond to stuff that appears in the news paper ev e ry day. If you run an interesting, provocative feature, solicit your customers’ responses. Pay $5 Ñ or more Ñ for the best lett e r ( s ) .
34. 在报纸其他地方使用刊登读者来信方式，鼓励读者的参与。
像体育或特别报道专栏。读者对每天新闻内容的回复刊登在每天报纸里。如果你正在策划一个有意思，特别有争议的特别报道，请征求读者对此的回应。对其中最佳的来信给予金钱奖励。如：5美金或更多。
版面设计
35. MAKE THE PAGE LOOK INTERESTING. Use pictures, graphics, headlines and text in as compelling away as possible.
35. 让版面看上去更加有意思
通过灵活使用图片，图表，标题及文字来创造吸引力。
36. MAKE THE PAGE FLOW. The English language is read from top to bo ttom and from left to right.Al ways. DonÕt design pages that break that logic.
36. 让阅读更为流畅
英语文章的阅读规律是从上到下，从左至右。不要在排版过程中打破这种阅读规律。
37. THE NAMEPLATE SHOULD BE CLEAR AND DISTINCTIVE, NEAT AND TIDY. It is your trademark. Be proud of it. DonÕt change it without good reason.
37. 您的报纸标识（报纸VI）应明确，独特，整洁明了。
因为这是贵报纸的商标。没有更好的理由，请不要随意改变它。
38. USE BIG PHOTOS TO ATTRACT INTEREST. USE SMALL ONES FOR DETAIL. And donÕt be afraid to use big photos on inside pages as well as on section fronts. Pages full of gray text look boring and are hard to read.Re a d e rs prefer brighter, less daunting pa g e s .
38. 通过使用大照片吸引读者兴趣，使用小照片来展示细节
特别专栏头版同样可以使用大照片。全是文字的版面令人乏味，也不容易阅读。读者更喜欢整洁明了，留空较多的版面。
39. BE CAREFUL HOW YOU USE MUG SHOTS. Don’t scatter small pictures
around the page to liven up a dull page. If the page looks bo r i n g, little pictures wo nÕt help. Do it aga i n .
39. 慎重使用小照片
不要就将小照片分散在版面以活跃版面。如果版面看上比较闷，使用小照片是起不到什么作用的。
40. USE SCALE AND PROPORTION AS A SIGNALLING DEVICE to let
r e a d e rs know which are the main stories on the page and which are subsidiary. Big stories should look BIG!
40. 通过使用占版面篇幅和比例引导读者区分头条和二头条
头条应该看上去“大”！
41. DITTO WITH STORY LENGTHS. Common sense suggests that a
s t o ry at the top of the front page should be longer than subsidiary items. A page full of nine-inch stories may be easy to produce, but it will be more boring than one containing stories of different lengths.
41. 同上 报道内容长短
常识告诉我们头版头条所占篇幅应比二头条所占篇幅要大。但是如果整版都是相当冗长的报道会比包含不同长度篇幅的报道更无聊。
42. USE DYNAMIC LAYOUT PATTERNS that include contrasting vertical and horizontal elements to grab and hold the readerÕs att e n t i o n .
42. 使用动态排版样式
包括垂直水平对比设计元素来抓住读者的注意力。
43. MAKE SPACING CONSISTENT THROUGHOUT THE NEWSPAPER. We l l - disciplined use of white space in and around heads, between columns, inside
boxes and beneath page headers will make the news paper look more professional. An d, more important, it will make it easier to read.
43. 整个报纸注重对留白的运用
在标题，栏与栏之间，内页以及内页页眉间有原则的使用留白。这样会让新闻报纸更专业，更重要的是更便于读者阅读。
44. USE DISTINCTIVE STANDING HEADS for regular features and columns.
44. 为特别报道和专栏设计独特的首页
45. TAKE AS MUCH CARE OF INSIDE PAGES AS YOU DO OF THE FRONT PAGE. Edit well, write good headlines, use pictures and graphics creatively.
45. 重视内页设计
重视内页设计如重视头版一样。为内页选择一个好标题，并认真编辑，且创造性的使用图片和图表。
46. AVOID JUMPING STORIES FROM THE FRONT PAGE. Running lots and lots of stories on the front and jumping them inside may be result in an exciting pa g e, but it will play havoc with the inside pages. (The same is true for section fronts.) Editing stories tightly is always a better option.
46. 避免从头版跳读新闻报道
在头版上不宜刊登太多新闻报道，然后跳读到内页第几版。这样会让内页显得杂乱无章。谨慎的编辑报道是最佳的选择。
47. USE SKYBOXES TO ATTRACT READERS to interesting stories inside the news pa p e r.
47. 通过导读引导读者阅读内页有趣的专题报道
48. DONÕT USE SKYBOXES if you habitually bill stories that areÕnt worth reading.
48.如果内容不新颖，请不要使用导读
49. USE STRONG SIGNALS ON SECTION FRONTS. If a section contains other types of stories than those indicated by the title on the front pa g e, bill them strongly and clearly so the reader knows they are there. A news paper shouldnÕt be like amaze.
49. 在不同专栏头版使用明显视觉标识
如果一专栏的内容不同于其他列在专栏的内容，请将他们明显区别开来。以致便于读者很容易找到这些内容在报纸中的位置。
50. USE COLUMNS OF BRIEFS AS AN IMPORTANT PAGE ELEMENT. Short stories demand less of readers than long ones and entice them into to the rest of the page.
50. 使用简单栏作为版面重要元素
简短报道将引导读者对下面的内容感兴趣。
Photography
52. ENCOURAGE PHOTOGRAPHERS TO LOOK FOR OFFBEAT, OUT-OF-THE-ORDINARY SHOTS. When you get them, use them well, and give the photographer credit.
52. 鼓励摄影记者尝试反传统拍摄法
53. AVOID STATIC, POSED SHOTS ON THE FRONT PAGE. Don’t use them on the front page just be cause they’re in color. Demand an outstanding front page picture every day. And ensure that it isn’t one every body saw 10 times on TV last night. Avoid sta t i c, posed shots. Always.
53. 避免头版放静态及摆拍照片
不要因为色彩好看，就在头版上使用该照片。头版要使用一张出色的照片。同时确保照片必须是独家，不是读者前天晚上在电视上看过10次了的画面。
54. CROP PICTURES CAREFULLY FOR DRAMA AND EXCITEMENT. D o nÕt leave a space on the layout and then m u t i late the picture to fit the hole. For maximum impa ct, edit the picture firs t, then build the pa g e around it.
54. 仔细裁剪照片
不要将照片用来填版面空档。发挥照片的最大优势，首先要仔细裁剪，然后将文字围绕它排版。
55. EDIT PHOTOGRAPHS DYNAMICALLY. Some pictures demand to be treated in unconventional ways. A deep two column will create a surprise element. But donÕt do it ev e ry day, otherwise it wo nÕt be a surpr i s e !
55. 灵活编辑照片
有的照片需要以非传统的方式来裁剪。有时候照片占两栏会创造出出奇的效果。但是请不要每天都如此，否则将不会带来新鲜感。
56. DONÕT USE A BAD PICTURE BECAUSE YOU ARE AFRAID OF OFFENDING THE PHOTOGRAPHER OR THE SUBJECT.
If itÕs not worth using, scrap it. But let the photographer know why.
56. 不要因为怕冒犯摄影社而采用差照片
如果此照片不值得使用，那就舍弃它。但要让拍摄它的摄影师知道。
57. CAPTIONS ARE USUALLY READ BEFORE STORIES, SO MAKE SURE THEY ARE COMPLETE. Get all the names.And spell them correct l y..
57. 图说通常在报道前阅读，所以要确保图说的完整性。
58. CAPTIONS FOR STAND-ALONE PICTURES SHOULD TELL THE WHO, WHAT, WHY,WHERE AND WHEN Ñ AND HOW Ñ OF THE STORY. D o nÕt omit necessa ry i n formation. If you donÕt have it, get it.
58. 如果是单发新闻图片，要告诉读者故事的人物，事情，原因，何时和何地。不要省略必要的信息。如果你没有这些信息，请想办法获得！
59. DONÕT OVERSTATE THE OBVIOUS. Give fresh information that aids understanding or adds info r m a t i o n .
59. 新信息有助于读者了解新闻报道
60. LEGS OF CAPTIONS SET IN MULTI-COLUMNS FOR WIDE PICTURES
SHOULD LINE UP. It may take longer to write the extra information to make the lines square up, but it is worth the effort .
60. 多栏中为宽照片撰写的图说因与照片宽度对齐。可能需要一些额外的信息才能使图说与图片称一直线，但是这是值得去努力的。
61. HUMOROUS CAPTIONS should be just that: humorous.
61. 图说具有幽默性
62. DONÕT PUT WORDS INTO PEOPLEÕS MOUTHS OR WORSE Ñ ANIMALSÕMOUTHS. Avoid the phrase Òseems to be saying (thinking) . . . Ó
62. 图说不要口语化
避免这类词的出现“好像是在说或好像在想”
63. COUNT FACES. C h e ck the photo to make sure ev e ry o n e Õs there who is named in the ca p t i o n .
63. 数面孔
仔细检查照片中的人物，确保图说中提到了的人名在照片中。
T y p o g r a p h y
64. USE TYPEFACES THAT ARE RIGHT FOR YOUR NEWSPAPER. If you like the type used by another newspaper, print samples on your own press before using it in your newspaper. Type that prints beautifully on one press may look dreadful on another.
64. 为您的报纸选择正确的字体
一种好看的字体使用在其他报纸上很不错，但不一定适合你的报纸。所以在借鉴其他报纸上的字体时，请先打印出来看下效果，再做选择。
65. MAKE SURE THE BODY TYPE IS THE OPTIMUM SIZE FOR YOUR NEWSPAPER. Larger typefaces are popula r these days, but be aware of the fact that 10 point in one font can be bigger than 12 point in another.Print samples and ch e ck reader reaction be fore making a commitment.
65. 为您的报纸选择合适大小的字体
目前流行使用大字体，但是字体本身大小存在差异，可能这种10点的字体要比另一种12点的字体还要大。做决定之前，出版一份样本，看看读者的反应。
66. GET THE LEADING RIGHT. Too much space between lines of text will make your stories run longer than necessary, and the pages will look gray. Too little interline spacing will make the type dark and hard to read.
66. 为文章设置正确的行距
行距空间太大，将使文章看起来很长。整个版面也不会出色。行距空间太紧，字体就显得很重，也不利于读者阅读。
67. SOME TYPEFACES ARE TOO WIDE FOR TEXT SETTING IN LARGER SIZES. This can be improved by reducing the set width and/or adjusting the tracking. Once again, test be fore you commit.
67. 选择合适的字宽 做决定之前，请调整字宽至合适宽度。
68. USE A HEADLINE FACE WITH CHARACTER. There are so many typefaces on the market that it seems pointless to stick with Helvetica.
68. 使用一种带有标题特征的字体
69. THE BEST HEADLINE FACES ARE SLIGHTLY CONDENSED to give headline writers a better character count.
69. 标题字体应选择苗条字体
70. HEADLINE WRITERS should be encouraged to leave space at the end of each line to introduce white space to the page .
70. 鼓励作者在每行文字末尾留适当的空白
71. GIVE HEADLINES ENOUGH SPACE TO TELL THE STORY.
71. 为标题区留出足够空间叙述报道
72. VARY THE SIZE OF HEADLINES on the page from very big to very small.
72. 标题字体多样化
73. FIND A CONTRASTING TYPE STYLE that you can use to draw readers’ attention to different types of stories, such as news features
73. 为报道选择对比字体 引导读者对不同新闻报道的注意。
74. USE PULL-QUOTES WISELY. Repeat interesting information that
will make the reader want to read the story. If the pull quote is meaningless, the reader won’t know what is going on. He or she will probably think you’re crazy.
74. 明智使用核心摘要导读
重复有趣的信息将使读者对此报道干兴趣。如果是毫无意义的报道，读者将不知道你在讲什么。
75. IF THERE IS NO INTERESTING QUOTE IN THE STORY,
paraphrase an important detail in the pull quote s pa c e .
75.如果没有核心摘要或导读
请将报道重要细节提炼到摘要区位置。
76. IF YOU CANÕT FIND A QUOTE or detail worth pulling out, the story is probably not worth running.
76. 如果你不能找到一段核心摘要或提炼重要细节，那就放弃。因为本文可能不值得这样去做。
77. DONÕT INSERT PULLQUOTES JUST TO FILL IN SPACE LEFT ON THE LAYOUT. That’s lazy. Re-edit the page and add another story.
77. 不要提炼核心摘要或导读仅仅是填写版面需要而那样去做。
这是种懒惰的手法。重新编辑这页或者再加一篇报道。
78. DONÕT DISTO RT OR EMBELLISH TYPE so that it becomes unreadable.
78. 不要扭曲或变形字体
79. DONÕT USE SPINDLY SERIF TYPE IN CHARTS AND GRAPHICS,
especially if theyÕve got color over them. Use a sans serif face such as He l v e t i ca or Fra n klin Gothic.
79.不要在图表和表格上使用细长的寸线字体
尤其还给字体变颜色。使用Sans serif 字体如：无寸线字体或者frankin Gothic 字体即可。
G r a p h i c s
80. USE GRAPHICS WISELY. If you can do them well, use them. If they look like the work of a fiveyear-old, donÕt.
80. 明智的使用图表
如果你有能力设计图表，那就是用图表。但是如果图表制出来如5岁小孩的作品，请放弃。
81. DONÕT USE A GRAPHIC THAT FILLS 20 INCHES OF SPACE IF THE DETAIL CAN BE TOLD AND UNDERSTOOD IN ANINCH OF TYPE.Use them to explain complicated detail that would otherwise be hard to understand .
81. 如果报道细节可以通过文字讲叙，请不要使用一个占空间面积较大的图表来表述。图表是用来解释复杂的细节。
82. DONÕT DO GREAT GRAPHICS AND THEN MAKE THEM IMPOSSIBLE TO READ by drenching them in gaudy, unreadable colors.
82. 合理使用色彩，使图表便于阅读。
83. The best graphic in the world is useless if no one can read it.
83. 没人阅读的图表，再好也是垃圾。
84. ILLUSTRATIONS ADD IMPACT TO FEATURE FRONTS, especially when the story describes abstract detail that is hard to show photographically. But make sure the illustrations are professional. Poor drawings make the page Ñ and the news paper Ñ look amateurish.
84. 插画的使用
当摄影不能反映专题细节时，请使用插画。但是要保证插画水平很专业，不然会让您的报纸看上去不成熟，不专业。
Re d e s i g n
85. DONÕT REDESIGN WITHOUT CONSIDERING THE CONTENT. Readers will forget design changes much quicker than content adjustment.
85. 没有对内容的精心策划不要改版
86. EXAMINE EVERY ELEMENT OF THE NEWSPAPER, i n cluding advertising and flow of content, be fore making changes to the fo r m a t .
86. 改版之前，要对报纸各个细节都考虑到，包括：广告，内容的流畅性等。
87. INVOLVE EVERYONE IN THE REDESIGN PROCESS, but limit the decision-making committee to no more than three people. And make sure that one person Ñ the publisher Ñ makes the final decisions.
87. 每个人都要参与改版过程。但是最终不超过三个来做决定。同时最好作出决定的是出版商。
88. DO READER RESEARCH, even if it is only a perfunctory disaster check. Re a d e rs will often spot simple things that you have overlooked.
88. 寻找读者需要的信息
读者关注的信息可能是你忽视的。
89. BE CRITICAL OF EVERY PROTOTYPE. You can assume that it looks go o d, or you wo u l d nÕt have printed i t, would you? Criticism will make it be tt e r, praise wo nÕt .
89. 你确定改版报纸范本看上去很不错了，所以你不再打印出来。但是批评会让报纸得到更好的改进。
90. USE REAL STORIES IN THE PROTOTYPE so you get a good idea of how long articles will be when the paper is relaunched. Dummy type is fine for the first dra f t, but copies used for reader research should conta i n real material.
90. 在范本中使用真实的新闻报道 才能真正确定出版时，文章篇幅需要多长。
91. TELL READERS WHY AND HOW YOU ARE REVISING THE LOOK OF YOUR NEWSPAPER be fore the ch a n g e o v e r. Att ra ct new readers by advertising in other media.
91. 告诉你的读者为什么你们要对目前报纸进行改版
在改版之前，在其他媒体对自身报纸做宣传。
92. DONÕT RELAUNCH TOO QUICKLY or if youÕre not ready. Your readers wo nÕt appreciate it if a second redesign is needed three months la t e r.
92. 如果没有做好准备，不要急于改版后的报纸立即上市
你的读者将不怎么看好接二连三的改版。
Other stuff
93. DISPLAY EACH DAYÕS FRONT PAGE IN THE NEWSROOM under a sign saying, ÒWould I buy this?Ó Ask yourself that question 99 times a day.
93.将每天头版展示在新闻办公室
询问自己“我会买今天的这份报纸吗”每天询问99次
94. MAKE SURE YOUR PRESS IS PRINTING AS WELL AS POSSIBLE. There is no excuse for poor color reproduction in news pa p e rs except for a few that are printed on old letter press machines (and if those newspapers can’t print color properly, they shouldn’t try ) .
94. 保证报纸印刷质量
95. READ YOUR OWN NEWSPAPER DAILY. If you think it’s boring, you’re right.
95. 每天阅读自己的报纸。如果你都不会觉得无聊的话，就对了。
96. HOLD A WEEKLY POST MORTEM. Include staff from other departments. Include readers. Listen to their opinions. They’re the ones who buy the product.
96. 做调查 询问读者的意见。因为他们是决定买你报纸的人群。
97. LOOK FOR NEW WAYS TO IMPROVE YOUR NEWSPAPER.
ItÕs a living thing. Change is natural. DonÕt be a f raid to experiment. But don’t make the same mistake twice.
97. 寻找其他的新方法改进你的报纸
不要犯同样的错，不要害怕改变。
98. BE EXCITED. E n j oy your wo r k. Bored journalists produce boring stories. Bored editors produce boring news pa p e rs. Bored readers stop buying them.
98. 保持热情和兴趣
热爱你的工作。无聊的记者只能写出无聊的报道。无聊的编辑只能编辑出无聊的报道。而读者感到无聊时就不会再买你们的报纸。
99. HAVE FUN. It’s infectious. It will show on your pages.
99.充满乐趣 这种感染力将从你的版面感受出来。
1. BE INTERESTING. Boring writing is killing our newspapers. Good stories make readers want to
read todayÕs newspaper, then theyÕll look forward to tomorrowÕs.
1. 改进内容——文章的趣味性
枯燥的新闻内容将是毁掉报纸的罪魁祸首。而生动的故事将使读者对今天的报纸颇感兴趣，并希望能读到明天报纸的内容。
2. MAKE NEWS STORIES SIMPLE. To r t u r e d, convoluted writing might impress your colleagues in the creative
writing group, but it wo nÕt have the same impa ct on your readers .
2.精简新闻内容。
费解的新闻内容可能只会给你的同事留下深刻的印象，但对于读者，并不会产生同样的效果。
3. KEEP STORIES AS SHORT AS POSSIBLE.How long is long enough for a lead story? Tell the story as easily
as possible without unnecessa ry embellishment. Give it a be g i n n i n g, a middle and an end. Then stop.
3. 让你的新闻内容短小而精悍
尽可能简洁明了的叙述故事。减少不必要的修辞。故事的开始，高潮，结尾即可！
4. FEATURES CAN BE LONGER, BUT NEVER TOO LONG. A feature is not a news story into which you hav e
inserted ev e ry last banal comment from your notebook or tape recorder. The only defense for a long
s t o ry is reader interest. If itÕs 40 inches long and interesting, theyÕll enjoy it; if itÕs rambling and incoh
e r e n t, they wo nÕt. How do your features rate? Read them!
4. 特别报道，篇幅不能太长。
它区别于一般的新闻报道，记者可随意在新闻报道每段文字后插入自己的评论。而特别报道唯一的衡量标准是，读者是否对这个内容感兴趣。如果此特别报道内容较长且内容比较有趣，那读者将会喜欢阅读，否则，杂乱无章的文章会使读者产生厌恶感。所您的特别报道究竟应多长才适当呢？请您自己先阅读这个内容吧。
5. WRITE GOOD OPENING PARAGRAPHS THAT LET THE READER KNOW WHAT IS HAPPENING. Write the way you
talk to a friend. Deliver the facts clearly and make the story intriguing and ca p t i va t i n g .
5. 一个好的开头——即让读者对本新闻事件一目了然
以向朋友叙述故事的方式来讲叙新闻事件。用清晰且引人入胜的方式来呈现事件本身。
6. PUT A NUTGRAPH, OR EXPLANATORY PARAGRAPH, high up in the article to tell readers what the story is
a bout and why they should read it.
6. 在报道显著位置呈现解释段落，以告诉读者此报道讲叙是什么内容，为什么这篇文章值得一读。
7. AVOID JARGON OR OFFICIALESE. If you donÕt unders tand what the person youÕve just
i n t e rv i e wed is ta l king abo u t, you can bet your next pay ch e ck your readers wo nÕt
e i t h e r.
7. 避免公文似报道
如果你自己都不知道采访对象讲什么，那我们可以打赌，你的读者也不会明白你写的是什么。
8. READ YOUR STORY AFTER WRITING IT. Aloud prefera b l y. If you have to
pause for breath in the middle of sentences, theyÕre too long.
8. 写作完毕后，请阅读你的报道。最好大声点。
如果你发现自己在阅读长句子时，需要停顿以喘气。那说明你写句子太长了。
9. ASK SOMEONE ELSE TO READ IT. Listen to their criticisms and make ch a n g e s
w h e n ever necessa ry.
9. 可以叫其他人来阅读此报道。听听他们对此的批评，必要时作出修改。
10. READ IT AFTER ITÕS PRINTED. Spot errors in style and technique and correct
them be fore writing your next story.
10.打印后再阅读一遍
标出错误的地方并更正以确保你下次写作时不会犯同样的错误。
11. AVOID CLICHES. Ò It was ev e ry o n e Õs wo rse nightmare ÉÓ is precisely that!
11. 避免陈词滥调
比如这句典型的句子“这是每个人的噩梦”
关于编辑的提醒
12. SEEK A FULL RANGE OF STORIES FOR THE NEWSPAPER EVERY DAY. DonÕt bore readers with a newspaper
full of committee reports.
12. 每天为读者寻找系列新闻报道，而不是给读者呈现委员会报告。
13. LOOK FOR HUMAN INTEREST STORIES, BUT MAKE SURE THEY ARE WORTH THE SPACE.Nothing is wo rse than
feature pages filled with irrelevant rubbish Ñ even if it is local Ñ that makes your readers yaw n .
13.寻找人们感兴趣的报道。但是要确保这些内容值得报道。
没有什么比那些毫无相关信息内容的专题报道更糟糕的了。即使是地方新闻，也会使读者感到无聊。
14. ADD HUMOR TO THE MIX. Re a d e rs like to laugh, even if your publisher doesnÕt .
14.给报道添加幽默 因为读者喜好幽默内容
15. SEEK READER INVOLVEMENT. If you have a story that aff e cts readersÕ lives, publish their opinions in the
s t o ry. Ask their opinions for a fo l l ow-up. Publish their lett e rs. Show that you care about them.
15. 积极鼓动读者的参与
如果你的报道反映的是读者生活，那请将他们的观点在报道中刊登出来，或者询问他们的建议，并将他们的来信刊登出来。表明你重视他们。
16. READ EACH STORY BEFORE YOU DECIDE HOW MUCH SPACE IT WILL OCCUPY ON THE PAGE. D o nÕt run anything
at length if it doesnÕt deserve the space.
16. 在你决定此报道应在报纸中占多少版面之前，请仔细阅读报道。如果报道不值得占如此多的版面篇幅，请不要将所有细节都堆砌上版面。
17. EDIT OUT REPETITION AND VERBOSITY EVEN IF IT MAKES THE STORY TOO SHORT FOR THE HOLE ASSIGNED.
Two short, interesting stories are be tter than one long, tedious one.
17. 请删掉重复信息，两段简洁而有趣的报道将胜过长篇大论。
18. UNDERSTAND THE STORY. If you donÕt, ask the writer what he or she means. If the writerÕs not ava i la
b l e, spike the story or save it for another day.
18. 理解故事内容
如果你没有询问道作者他或她的意思是什么，或者作者没能回答你的问题，那请保留这个报道，或者存稿到令一天在刊登。
19. REWRITE WHERE NECESSARY. If the story needs additional information, ask the reporter get it. Po l i s h
bad gra m m a r. Ma ke the writer look go o d .
19. 必要时重新编写报道 如果报道需要进一步的信息，就请指示记者去获得这些信息。
20. LONG STORIES ARE EASIER TO READ IF THEY ARE BROKEN INTO TWO OR MORE SMALLER ONES. They look
be tter on the pa g e, and readers like them.
20 篇幅较长的故事分成两段或多个段落后更容易阅读。而且在报纸上看上去更舒服点，读者也乐于这种阅读方式。
21. MAKE SURE THAT BRIEFS ARE SHORT. A sev e n - i n ch story may help to fill a l-o-o-o- n - g, empty column
q u i ckl y, but itÕs not a brief. ItÕs lazy.
21. 确保简洁即短
长篇大论可以填满一栏，但是这不是简洁，这是懒惰。
22. PUT ONE OF YOUR BEST EDITORS ON THE ÒBRIEFS BEAT.Ó E n c o u rage that editor to develop a bright and
d i s t i n ctive style for these important items.
22. 给你的最佳编辑评上“挑战简洁”的称号
并积极鼓励培养编辑区别重要信息内容的能力。
23. WRITE STRONG, INFORMATIVE HEADLINES that give the reader a clear idea of what the story is abo u t .
23.给文章起一个醒目的标题
这个标题必须能有力的传达信息，且读者一看便知道故事内容。
24. MAKE SUBHEADS CAPTIVATING. Avoid repeating detail from the headline or the first pa ra g raph of the
s t o ry. Subheads should entice the reader into the text.
24. 使副标题具有吸引力
避免标题和文章的第一段重复信息，副标题必须引导读者对文章内容的感兴趣。
25. RUN CONTESTS AS OFTEN AS POSSIBLE. Give readers the opportunity to win contests. Especially ch i ldren
Ñ theyÕre tomorrowÕs readers .
25. 在报纸上组织各种活动
并让读者有机会赢得活动，尤其是小孩，因为他们是明天的读者。
26. LONG BORING STORIES SHOULD NOT BE RELEGATED TO THE EDITORIAL OR OP ED PAGES. Items on the editorial pages should be as interesting and as relevant as every other story on every other page of the newspaper.
26. 冗长报道不可出现在评论或特约稿件板块
评论或特约稿件板块应刊登与每天报纸内容相关的有趣报道。
27. EDITORIAL WRITERS SHOULD BE ENCOURAGED TO WRITE CLEARLY. Avoid pious waffle. Get to the point q u i ckl y, make it forcibly and then get out. Use a larger point size than the normal body text to add e m p h a s i s .
27.鼓励评论作家清晰阐述观点
文章内容简短且要说到点子上。避免文章内容空洞。并使用比正常字体稍大一号的字体以起强调作用。
28. COLUMNISTS ON THE EDITORIAL PAGE SHOULD BE WORTH THEIR SPACE.A local columnist with something worthwhile to say is always better than a national columnist waffling about crime on Denver streets Ñ unless, of course, you live in Denver.
28. 评论板块需刊登地方专栏作家报道内容
地方专栏作家撰写的地方报道内容相比全国性专栏作家撰写世界新闻内容更受当地民众喜好。
29. EDITORIAL CARTOONS SHOULD BE WELL DRAWN AND RELEVANT. Wit, subtlety and irony are usually better than viciousness. Un l e ss the subject is a crooked politician.
29. 评论板块漫画家需善于绘出确切主题的漫画
讽刺画面要胜过恶意的画面。除非主题要表现的是一位奸诈的政治家。
30. DEVELOP A GOOD DAILY LETTERS PAGE. Get ordinary people to write. Encourage readers to write about a variety of subjects. Make it a must-read page.
30. 开创一栏公开信
鼓励读者参与撰写各种主题文章，并将信内容刊登在“必读”页面板块。
31. EDIT LETTERS TO THEIR NATURAL LENGTH in the same way as you (ought to) edit your stories.
Because someone took the trouble to write 30 inches of meandering drivel doesnÕt mean you are obligated to print every droning word. Edit to the nub of the lett e r. Show the edited letter to the writer or read it to him or her before publica t i o n .
31.将读者来信编辑成固定长度
正如编辑新闻报道的方式一样。因为读者的来信内容可能相当多，所以没必要将每个文字都刊登出来。在出版之前请将编辑好的文字发给读者阅读一遍。
32. DONÕT PRINT EVERY LETTER YOU GET. Use the best ones, save the
average ones for the big letters day of the week and consign the rest to the waste bin. Th a tÕs called editing.
32. 没必要刊登你收到的每一封来信。挑出其中最好的一封来信刊登。
33. ENCOURAGE READERS TO RESPOND TO LETTERS. But don’t let a debate dragon beyond its natural life span.
33. 鼓励读者对刊登出来的信给予回应
34. USE LETTERS IN OTHER AREAS OF THE PAPER. L i ke the sports or features sections.Get readers to respond to stuff that appears in the news paper ev e ry day. If you run an interesting, provocative feature, solicit your customers’ responses. Pay $5 Ñ or more Ñ for the best lett e r ( s ) .
34. 在报纸其他地方使用刊登读者来信方式，鼓励读者的参与。
像体育或特别报道专栏。读者对每天新闻内容的回复刊登在每天报纸里。如果你正在策划一个有意思，特别有争议的特别报道，请征求读者对此的回应。对其中最佳的来信给予金钱奖励。如：5美金或更多。
版面设计
35. MAKE THE PAGE LOOK INTERESTING. Use pictures, graphics, headlines and text in as compelling away as possible.
35. 让版面看上去更加有意思
通过灵活使用图片，图表，标题及文字来创造吸引力。
36. MAKE THE PAGE FLOW. The English language is read from top to bo ttom and from left to right.Al ways. DonÕt design pages that break that logic.
36. 让阅读更为流畅
英语文章的阅读规律是从上到下，从左至右。不要在排版过程中打破这种阅读规律。
37. THE NAMEPLATE SHOULD BE CLEAR AND DISTINCTIVE, NEAT AND TIDY. It is your trademark. Be proud of it. DonÕt change it without good reason.
37. 您的报纸标识（报纸VI）应明确，独特，整洁明了。
因为这是贵报纸的商标。没有更好的理由，请不要随意改变它。
38. USE BIG PHOTOS TO ATTRACT INTEREST. USE SMALL ONES FOR DETAIL. And donÕt be afraid to use big photos on inside pages as well as on section fronts. Pages full of gray text look boring and are hard to read.Re a d e rs prefer brighter, less daunting pa g e s .
38. 通过使用大照片吸引读者兴趣，使用小照片来展示细节
特别专栏头版同样可以使用大照片。全是文字的版面令人乏味，也不容易阅读。读者更喜欢整洁明了，留空较多的版面。
39. BE CAREFUL HOW YOU USE MUG SHOTS. Don’t scatter small pictures
around the page to liven up a dull page. If the page looks bo r i n g, little pictures wo nÕt help. Do it aga i n .
39. 慎重使用小照片
不要就将小照片分散在版面以活跃版面。如果版面看上比较闷，使用小照片是起不到什么作用的。
40. USE SCALE AND PROPORTION AS A SIGNALLING DEVICE to let
r e a d e rs know which are the main stories on the page and which are subsidiary. Big stories should look BIG!
40. 通过使用占版面篇幅和比例引导读者区分头条和二头条
头条应该看上去“大”！
41. DITTO WITH STORY LENGTHS. Common sense suggests that a
s t o ry at the top of the front page should be longer than subsidiary items. A page full of nine-inch stories may be easy to produce, but it will be more boring than one containing stories of different lengths.
41. 同上 报道内容长短
常识告诉我们头版头条所占篇幅应比二头条所占篇幅要大。但是如果整版都是相当冗长的报道会比包含不同长度篇幅的报道更无聊。
42. USE DYNAMIC LAYOUT PATTERNS that include contrasting vertical and horizontal elements to grab and hold the readerÕs att e n t i o n .
42. 使用动态排版样式
包括垂直水平对比设计元素来抓住读者的注意力。
43. MAKE SPACING CONSISTENT THROUGHOUT THE NEWSPAPER. We l l - disciplined use of white space in and around heads, between columns, inside
boxes and beneath page headers will make the news paper look more professional. An d, more important, it will make it easier to read.
43. 整个报纸注重对留白的运用
在标题，栏与栏之间，内页以及内页页眉间有原则的使用留白。这样会让新闻报纸更专业，更重要的是更便于读者阅读。
44. USE DISTINCTIVE STANDING HEADS for regular features and columns.
44. 为特别报道和专栏设计独特的首页
45. TAKE AS MUCH CARE OF INSIDE PAGES AS YOU DO OF THE FRONT PAGE. Edit well, write good headlines, use pictures and graphics creatively.
45. 重视内页设计
重视内页设计如重视头版一样。为内页选择一个好标题，并认真编辑，且创造性的使用图片和图表。
46. AVOID JUMPING STORIES FROM THE FRONT PAGE. Running lots and lots of stories on the front and jumping them inside may be result in an exciting pa g e, but it will play havoc with the inside pages. (The same is true for section fronts.) Editing stories tightly is always a better option.
46. 避免从头版跳读新闻报道
在头版上不宜刊登太多新闻报道，然后跳读到内页第几版。这样会让内页显得杂乱无章。谨慎的编辑报道是最佳的选择。
47. USE SKYBOXES TO ATTRACT READERS to interesting stories inside the news pa p e r.
47. 通过导读引导读者阅读内页有趣的专题报道
48. DONÕT USE SKYBOXES if you habitually bill stories that areÕnt worth reading.
48.如果内容不新颖，请不要使用导读
49. USE STRONG SIGNALS ON SECTION FRONTS. If a section contains other types of stories than those indicated by the title on the front pa g e, bill them strongly and clearly so the reader knows they are there. A news paper shouldnÕt be like amaze.
49. 在不同专栏头版使用明显视觉标识
如果一专栏的内容不同于其他列在专栏的内容，请将他们明显区别开来。以致便于读者很容易找到这些内容在报纸中的位置。
50. USE COLUMNS OF BRIEFS AS AN IMPORTANT PAGE ELEMENT. Short stories demand less of readers than long ones and entice them into to the rest of the page.
50. 使用简单栏作为版面重要元素
简短报道将引导读者对下面的内容感兴趣。
Photography
52. ENCOURAGE PHOTOGRAPHERS TO LOOK FOR OFFBEAT, OUT-OF-THE-ORDINARY SHOTS. When you get them, use them well, and give the photographer credit.
52. 鼓励摄影记者尝试反传统拍摄法
53. AVOID STATIC, POSED SHOTS ON THE FRONT PAGE. Don’t use them on the front page just be cause they’re in color. Demand an outstanding front page picture every day. And ensure that it isn’t one every body saw 10 times on TV last night. Avoid sta t i c, posed shots. Always.
53. 避免头版放静态及摆拍照片
不要因为色彩好看，就在头版上使用该照片。头版要使用一张出色的照片。同时确保照片必须是独家，不是读者前天晚上在电视上看过10次了的画面。
54. CROP PICTURES CAREFULLY FOR DRAMA AND EXCITEMENT. D o nÕt leave a space on the layout and then m u t i late the picture to fit the hole. For maximum impa ct, edit the picture firs t, then build the pa g e around it.
54. 仔细裁剪照片
不要将照片用来填版面空档。发挥照片的最大优势，首先要仔细裁剪，然后将文字围绕它排版。
55. EDIT PHOTOGRAPHS DYNAMICALLY. Some pictures demand to be treated in unconventional ways. A deep two column will create a surprise element. But donÕt do it ev e ry day, otherwise it wo nÕt be a surpr i s e !
55. 灵活编辑照片
有的照片需要以非传统的方式来裁剪。有时候照片占两栏会创造出出奇的效果。但是请不要每天都如此，否则将不会带来新鲜感。
56. DONÕT USE A BAD PICTURE BECAUSE YOU ARE AFRAID OF OFFENDING THE PHOTOGRAPHER OR THE SUBJECT.
If itÕs not worth using, scrap it. But let the photographer know why.
56. 不要因为怕冒犯摄影社而采用差照片
如果此照片不值得使用，那就舍弃它。但要让拍摄它的摄影师知道。
57. CAPTIONS ARE USUALLY READ BEFORE STORIES, SO MAKE SURE THEY ARE COMPLETE. Get all the names.And spell them correct l y..
57. 图说通常在报道前阅读，所以要确保图说的完整性。
58. CAPTIONS FOR STAND-ALONE PICTURES SHOULD TELL THE WHO, WHAT, WHY,WHERE AND WHEN Ñ AND HOW Ñ OF THE STORY. D o nÕt omit necessa ry i n formation. If you donÕt have it, get it.
58. 如果是单发新闻图片，要告诉读者故事的人物，事情，原因，何时和何地。不要省略必要的信息。如果你没有这些信息，请想办法获得！
59. DONÕT OVERSTATE THE OBVIOUS. Give fresh information that aids understanding or adds info r m a t i o n .
59. 新信息有助于读者了解新闻报道
60. LEGS OF CAPTIONS SET IN MULTI-COLUMNS FOR WIDE PICTURES
SHOULD LINE UP. It may take longer to write the extra information to make the lines square up, but it is worth the effort .
60. 多栏中为宽照片撰写的图说因与照片宽度对齐。可能需要一些额外的信息才能使图说与图片称一直线，但是这是值得去努力的。
61. HUMOROUS CAPTIONS should be just that: humorous.
61. 图说具有幽默性
62. DONÕT PUT WORDS INTO PEOPLEÕS MOUTHS OR WORSE Ñ ANIMALSÕMOUTHS. Avoid the phrase Òseems to be saying (thinking) . . . Ó
62. 图说不要口语化
避免这类词的出现“好像是在说或好像在想”
63. COUNT FACES. C h e ck the photo to make sure ev e ry o n e Õs there who is named in the ca p t i o n .
63. 数面孔
仔细检查照片中的人物，确保图说中提到了的人名在照片中。
T y p o g r a p h y
64. USE TYPEFACES THAT ARE RIGHT FOR YOUR NEWSPAPER. If you like the type used by another newspaper, print samples on your own press before using it in your newspaper. Type that prints beautifully on one press may look dreadful on another.
64. 为您的报纸选择正确的字体
一种好看的字体使用在其他报纸上很不错，但不一定适合你的报纸。所以在借鉴其他报纸上的字体时，请先打印出来看下效果，再做选择。
65. MAKE SURE THE BODY TYPE IS THE OPTIMUM SIZE FOR YOUR NEWSPAPER. Larger typefaces are popula r these days, but be aware of the fact that 10 point in one font can be bigger than 12 point in another.Print samples and ch e ck reader reaction be fore making a commitment.
65. 为您的报纸选择合适大小的字体
目前流行使用大字体，但是字体本身大小存在差异，可能这种10点的字体要比另一种12点的字体还要大。做决定之前，出版一份样本，看看读者的反应。
66. GET THE LEADING RIGHT. Too much space between lines of text will make your stories run longer than necessary, and the pages will look gray. Too little interline spacing will make the type dark and hard to read.
66. 为文章设置正确的行距
行距空间太大，将使文章看起来很长。整个版面也不会出色。行距空间太紧，字体就显得很重，也不利于读者阅读。
67. SOME TYPEFACES ARE TOO WIDE FOR TEXT SETTING IN LARGER SIZES. This can be improved by reducing the set width and/or adjusting the tracking. Once again, test be fore you commit.
67. 选择合适的字宽 做决定之前，请调整字宽至合适宽度。
68. USE A HEADLINE FACE WITH CHARACTER. There are so many typefaces on the market that it seems pointless to stick with Helvetica.
68. 使用一种带有标题特征的字体
69. THE BEST HEADLINE FACES ARE SLIGHTLY CONDENSED to give headline writers a better character count.
69. 标题字体应选择苗条字体
70. HEADLINE WRITERS should be encouraged to leave space at the end of each line to introduce white space to the page .
70. 鼓励作者在每行文字末尾留适当的空白
71. GIVE HEADLINES ENOUGH SPACE TO TELL THE STORY.
71. 为标题区留出足够空间叙述报道
72. VARY THE SIZE OF HEADLINES on the page from very big to very small.
72. 标题字体多样化
73. FIND A CONTRASTING TYPE STYLE that you can use to draw readers’ attention to different types of stories, such as news features
73. 为报道选择对比字体 引导读者对不同新闻报道的注意。
74. USE PULL-QUOTES WISELY. Repeat interesting information that
will make the reader want to read the story. If the pull quote is meaningless, the reader won’t know what is going on. He or she will probably think you’re crazy.
74. 明智使用核心摘要导读
重复有趣的信息将使读者对此报道干兴趣。如果是毫无意义的报道，读者将不知道你在讲什么。
75. IF THERE IS NO INTERESTING QUOTE IN THE STORY,
paraphrase an important detail in the pull quote s pa c e .
75.如果没有核心摘要或导读
请将报道重要细节提炼到摘要区位置。
76. IF YOU CANÕT FIND A QUOTE or detail worth pulling out, the story is probably not worth running.
76. 如果你不能找到一段核心摘要或提炼重要细节，那就放弃。因为本文可能不值得这样去做。
77. DONÕT INSERT PULLQUOTES JUST TO FILL IN SPACE LEFT ON THE LAYOUT. That’s lazy. Re-edit the page and add another story.
77. 不要提炼核心摘要或导读仅仅是填写版面需要而那样去做。
这是种懒惰的手法。重新编辑这页或者再加一篇报道。
78. DONÕT DISTO RT OR EMBELLISH TYPE so that it becomes unreadable.
78. 不要扭曲或变形字体
79. DONÕT USE SPINDLY SERIF TYPE IN CHARTS AND GRAPHICS,
especially if theyÕve got color over them. Use a sans serif face such as He l v e t i ca or Fra n klin Gothic.
79.不要在图表和表格上使用细长的寸线字体
尤其还给字体变颜色。使用Sans serif 字体如：无寸线字体或者frankin Gothic 字体即可。
G r a p h i c s
80. USE GRAPHICS WISELY. If you can do them well, use them. If they look like the work of a fiveyear-old, donÕt.
80. 明智的使用图表
如果你有能力设计图表，那就是用图表。但是如果图表制出来如5岁小孩的作品，请放弃。
81. DONÕT USE A GRAPHIC THAT FILLS 20 INCHES OF SPACE IF THE DETAIL CAN BE TOLD AND UNDERSTOOD IN ANINCH OF TYPE.Use them to explain complicated detail that would otherwise be hard to understand .
81. 如果报道细节可以通过文字讲叙，请不要使用一个占空间面积较大的图表来表述。图表是用来解释复杂的细节。
82. DONÕT DO GREAT GRAPHICS AND THEN MAKE THEM IMPOSSIBLE TO READ by drenching them in gaudy, unreadable colors.
82. 合理使用色彩，使图表便于阅读。
83. The best graphic in the world is useless if no one can read it.
83. 没人阅读的图表，再好也是垃圾。
84. ILLUSTRATIONS ADD IMPACT TO FEATURE FRONTS, especially when the story describes abstract detail that is hard to show photographically. But make sure the illustrations are professional. Poor drawings make the page Ñ and the news paper Ñ look amateurish.
84. 插画的使用
当摄影不能反映专题细节时，请使用插画。但是要保证插画水平很专业，不然会让您的报纸看上去不成熟，不专业。
Re d e s i g n
85. DONÕT REDESIGN WITHOUT CONSIDERING THE CONTENT. Readers will forget design changes much quicker than content adjustment.
85. 没有对内容的精心策划不要改版
86. EXAMINE EVERY ELEMENT OF THE NEWSPAPER, i n cluding advertising and flow of content, be fore making changes to the fo r m a t .
86. 改版之前，要对报纸各个细节都考虑到，包括：广告，内容的流畅性等。
87. INVOLVE EVERYONE IN THE REDESIGN PROCESS, but limit the decision-making committee to no more than three people. And make sure that one person Ñ the publisher Ñ makes the final decisions.
87. 每个人都要参与改版过程。但是最终不超过三个来做决定。同时最好作出决定的是出版商。
88. DO READER RESEARCH, even if it is only a perfunctory disaster check. Re a d e rs will often spot simple things that you have overlooked.
88. 寻找读者需要的信息
读者关注的信息可能是你忽视的。
89. BE CRITICAL OF EVERY PROTOTYPE. You can assume that it looks go o d, or you wo u l d nÕt have printed i t, would you? Criticism will make it be tt e r, praise wo nÕt .
89. 你确定改版报纸范本看上去很不错了，所以你不再打印出来。但是批评会让报纸得到更好的改进。
90. USE REAL STORIES IN THE PROTOTYPE so you get a good idea of how long articles will be when the paper is relaunched. Dummy type is fine for the first dra f t, but copies used for reader research should conta i n real material.
90. 在范本中使用真实的新闻报道 才能真正确定出版时，文章篇幅需要多长。
91. TELL READERS WHY AND HOW YOU ARE REVISING THE LOOK OF YOUR NEWSPAPER be fore the ch a n g e o v e r. Att ra ct new readers by advertising in other media.
91. 告诉你的读者为什么你们要对目前报纸进行改版
在改版之前，在其他媒体对自身报纸做宣传。
92. DONÕT RELAUNCH TOO QUICKLY or if youÕre not ready. Your readers wo nÕt appreciate it if a second redesign is needed three months la t e r.
92. 如果没有做好准备，不要急于改版后的报纸立即上市
你的读者将不怎么看好接二连三的改版。
Other stuff
93. DISPLAY EACH DAYÕS FRONT PAGE IN THE NEWSROOM under a sign saying, ÒWould I buy this?Ó Ask yourself that question 99 times a day.
93.将每天头版展示在新闻办公室
询问自己“我会买今天的这份报纸吗”每天询问99次
94. MAKE SURE YOUR PRESS IS PRINTING AS WELL AS POSSIBLE. There is no excuse for poor color reproduction in news pa p e rs except for a few that are printed on old letter press machines (and if those newspapers can’t print color properly, they shouldn’t try ) .
94. 保证报纸印刷质量
95. READ YOUR OWN NEWSPAPER DAILY. If you think it’s boring, you’re right.
95. 每天阅读自己的报纸。如果你都不会觉得无聊的话，就对了。
96. HOLD A WEEKLY POST MORTEM. Include staff from other departments. Include readers. Listen to their opinions. They’re the ones who buy the product.
96. 做调查 询问读者的意见。因为他们是决定买你报纸的人群。
97. LOOK FOR NEW WAYS TO IMPROVE YOUR NEWSPAPER.
ItÕs a living thing. Change is natural. DonÕt be a f raid to experiment. But don’t make the same mistake twice.
97. 寻找其他的新方法改进你的报纸
不要犯同样的错，不要害怕改变。
98. BE EXCITED. E n j oy your wo r k. Bored journalists produce boring stories. Bored editors produce boring news pa p e rs. Bored readers stop buying them.
98. 保持热情和兴趣
热爱你的工作。无聊的记者只能写出无聊的报道。无聊的编辑只能编辑出无聊的报道。而读者感到无聊时就不会再买你们的报纸。
99. HAVE FUN. It’s infectious. It will show on your pages.
99.充满乐趣 这种感染力将从你的版面感受出来。
