Q & A: Editors make good Web managers (September 1998)

Web/print design consultant also believes direct mail offers lessons for Web sites

Mary Pretzer, who teaches the electronic newsletter workshop at Stanford University’s Executive Training Division, began her publishing career in newspapers. She then learned the production side of the business, working in magazines and advertising. That makes her a natural for the multifaceted world of Web publishing. Throughout the past five years, she has consulted for the likes of United Airlines and Tektronix. She owns a training and design company in Loveland, Colo.

Many Web sites are created by people who are editors or writers who then act as designers as well. You’ve called such people ‘edsigners.’ What are the advantages and disadvantages of this approach?

The advantage is that editors are very content driven. They know the importance of words, so they make sure keywords aren’t buried in a site. And readability is important to them. They know the value of black words on a white screen, and they know the value of good headlines.