My New B2B Editorial Competitive Analysis Manual Is Now Available!!!
by Howard Rauch, President, Editorial Solutions, Inc.

Several years ago, when I had recently been appointed VP/editorial by a B2B multi-publisher, our
VP sales asked me to do a competitive analysis covering one of our magazines vs. the opposition.  
At the time, I had no system in place.  What I did know is that competitors' reports making all
sorts of questionable quantitative claims about editorial superiority plagued our salespeople.  And
from previous positions, I recalled how the sales team huddled nervously whenever the enemy's
"editorial counts" became available.

So I invented a counting system and applied it to eight recent issues published by us and them.  
My key finding was that an editorial position we thought we owned had been usurped somewhere
along the way by an astute competitor.  Over the years, I applied my system to dozens of match-
ups.  And when I launched my consulting career 23 years ago, I had in place a variety of
competitive analysis reports that could be produced based on client needs.

Later on, I was challenged to develop a new system for evaluating e-newsletters.  The result was
an eight-factor review, a Fix-It Alert report, like-item analysis and channel evaluation.  Along the
way, I conducted two comprehensive 50-site studies of e-news delivery.  Collectively, the analysis
assessed 1026 articles and found most of the material lacking in terms of enterprise.

The point:  editorial vulnerability exists.  Many mediocre competitors have gotten off the hook
because superior opposition did not have the time, interest or knowledge to mount a strong
quantitative + qualitative attack.  Those of you desiring to do a better job of competitive
analysis will find my new manual -- Get Serious About Competitive Editorial Analysis -- to be
immensely instructive.   Here is the contents line-up:

Introduction:  How to Develop A Competitive Analysis System
Chapter I:  Enterprise-Packed E-News Is Key To On-Line Superiority
Chapter II:  Evaluating 15 Quantitative + 25 Qualitative Factors
Chapter III:  Using The 80 Percent Factor To Define Graphics Superiority
Chapter IV:  News Analysis Required:  Nine-Factor Test Is Best Bet
Chapter V:  Build Star Quality Into Showcase Issues:  No Flops Allowed!
Chapter VI:  Editors Must Be Involved In Overall Marketing Strategy
Epilogue:  Effective Competitive Analysis Requires Commitment

The manual includes 34 tables and three self-scoring profiles.  All information is based on actual
practice covering on-line and print projects.  Several chapters are based on "print" case histories,
but every principle therein equally applies to most digital issues populating the market.

"Get Serious . . . " carries a packaged price of $100 that includes three hours of consulting time.  
"Consulting" can take many forms.  For example, you could request an eight-factor e-news
analysis covering a day's posting or a 25-factor qualitative evaluation of your current issue.  Or
you could stretch the three hours over several months for continuous telephone brainstorming.

For further information, e-mail me: howard@editsol.com.  Or call (201) 569-7714.

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Editorial Solutions, Inc.