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No news this week: only publish what is useful (13 Dec 2004)
I come across organizations that struggle to create news. They do a lot of hard work that ends up being counter-productive. That's because they publish content that is not relevant to their target audience. Sometimes, this 'new' content pushes much more important content off the homepage. Always, it gets in the way because readers wonder what this is about, and if, in fact, they are at the right website.

It's not about being new. It is about being useful. Your job as a website editor is to make the difficult decisions in relation to what really matters to your key readers. How does news help them complete the task that they came to your website to do?
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