We think people want SERIOUS, and they do, but they only want about 3 inches of serious on most things. USA Today got it wrong ... they didn't go far enough. I'm getting more and more convinced people want a smattering of everything but just a smattering, and you'd better tell them the nut graf quick. I call it "drive-though journalism": filling and fast. And don't forget to give them a side of fries or an apple pie along with it.
-Dawn Dressler
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