1. The Art of the Sub-Editor – a short guide To be read in conjunction with the Eastlondonlines manual and style guide

2. Last line of defence before the reader. Everyone – that really does mean everyone – needs to have their copy read by someone else. Sub-editors needs to read copy like a consumer, not a journalist. Sub-editors must be pedantic and forensic. Assume nothing, take nothing for granted.

3. Building trust through accuracy Errors make publications look stupid. Readers think: If they can’t even spell the Prime Minister’s name properly, how can I trust them to report on events correctly?

4. Building recognition through consistency Every publication has a ‘style’ Even Eastlondonlines Governs whether we use Mr or Ms – we don’t do either Sets out how we use dates – November 1, 2014. No ‘st’, no ‘th’ no ‘Nov’, no ‘the…

5. Why do we need style? Ever heard of something called Apple? Ensure a clear and consistent brand and identity Eliminate random style for dates, names, numbers, certain words Readers only notices when it goes wrong

6. Style issues… The prime minister said he hoped the al-Q’ida rebels would be hunted down in 3 days but that defusing the nail bomb was defeating NATO specialists. He then went to claridges and read “1984” by George Orwell.

7. Sub editors need…. ….to ask a series of questions….

8. The Macro…. Is it the right length? Is it the right order? Does it make sense? Does it assume too much knowledge? Does it have too much background?

9. Does the intro work? Are there the right quotes from the right people? Do they make sense? Are there any issues of taste, decency, ethics or law?

10. The Micro… Is everything spelled correctly? Does everything conform to the house style? Are the names, honorifics, ages (where relevant) all there and with the right spelling ? Do we know who is saying what? Is the grammar and punctuation correct?

11. Do telephone numbers work? Do links work? Is this the right name for this organisation, the right title for this minister? Is the SEO correct?

12. Once upon a time…. Subs had a bundle of reference books, their own knowledge, directory inquiries, a home number for the reporter. Who might not be at home. Now….we have instant communication and greatest reference library ever known.

13. If in doubt… Check And check again….

14. Headlines…. On Mailonline – never enough decks… In print newspapers and magazines – infinitely variable On ELL, two decks, always. Leads may take a dozen words Borough and features take three to five words You have to keep trying until it works.

15. Do not forget the furniture…. Picture captions – Two/three words Pic: Name Cross heads – to break up long text By lines – Name from drop down or at bottom of text, for joint bylines and students not on system