Borrowing, By Definition, Means Giving Back

All’s fair in love and aggregation.

Uh, not exactly.

Recently, Ad Age writer Simon Dumenco cried foul when he was over-aggregated by a HuffPo “writer,” who has since been dismissed.

Reflecting on the scene, Lewis DVorkin, Chief Product Officer of Forbes Media, offers a good explanation for value-added aggregation.

…the trick to rewarding aggregation for the consumer (and that’s what really matters here) is not employing a slapdash rewrite desk. A headline, some reordered words and a buried link just don’t cut it. Rather, it’s offering something new — a fact, context and analysis, enlightened observation. That almost always results from experience and knowledge.

Here’s a tip from my own toolbox. Rewrite the lead. When you do, you reframe the story, making it your own (to some degree).

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.