Virtual Expert: Mike Wilson

Mike Wilson of Farm Futures magazine was awarded first place in the Editorial Opinion category in the 2006 AAEA Writing Awards Program.

The planning stage: Why/how did you choose the topic? What were your goals going into the story?

The Farm Bill as an editorial topic is a gift that just keeps on giving. It impacts most of our readers, either positively or negatively, and it involves taxpayer expense and government policy. So it's controversial, as witnessed by the many criticisms leveled against subsidies and farm policy in recent years. If you want to write an editorial on an agricultural topic, the Farm Bill is ready-made.

Our publication focuses mainly on marketing and management, but we also want to establish a voice in the farm policy arena. So when the editors at Farm Futures decided to write a cover story analyzing how the Farm Bill may get dismantled in 2007, I felt it was important to present a companion commentary in my column, "The very end." This spot in the magazine doubles as an opinion column or editorial, depending on the focus of the cover story in that issue.

For a traditional editorial piece, the writer would likely meet with other staff to determine the viewpoint or "slant" the publication would want to take on an issue. We once called this the "editorial we" - as in, what do we as a publication want to say about this particular topic.

Fact-gathering: How did you find/choose sources? Did you interview face-to-face, phone, e-mail, and which works best? Do you record interviews? Any tips for getting good quotes? When do you know it's time to stop researching?

Writing a good editorial requires a mix of fact and persuasive opinion. It also requires some level of experience, so that you can avoid naiveté and relate your comments to your readers who have "been there, done that." When I begin the research process for an editorial, I call sources I think might have strong opinions on both sides of the issue. That gives your commentary more balance and gives the reader something to think about, even though in the end you are trying to make your case for one side. Unlike a traditional feature story, where you might weave together several interviews in logical fashion, I used both interviews and past experience to present my case for a more competitive farm bill. For example, I was able to go back through our archives and pull out columns I had written when the 2002 Farm Bill was passed, and then reflect on how it had performed despite the fact that most farm organizations want the current bill extended.

Writing stage: Any tricks to conceiving/writing leads? Do you outline before you start writing? What about writing style? Do you do a lot of re-writes? Do you like sidebars? Do you write at home, office, away from distractions? Do you have a "sounding board" or editor for critique/advice? How do you fact-check?

Writing a lead is a creative process that is different for everyone. It's also different based on the assignment. If this had been a feature story I might have used a farmer example based on an interview. Instead, I juxtaposed what farmers were doing at the time their leaders were representing them in Washington. In this case, I knew this was planting season and that farmers would be out in the fields, "doing what they do best." That statement was followed with "the ag lobby and politicians are also doing what they do best - protecting the farm subsidy pipeline."

This lead established two ideas with readers. One, it puts everyone in the 'here and now' - farmers planting, lobbyists defending farm subsidies. Second, it makes clear that this editorial will not likely be preaching to the choir. Too often farm publication writers get caught in that trap.

The best way to research articles is still the old fashioned way: call or talk to people face to face. I may use the Internet occasionally to find correct spellings or phone numbers, but I rarely if ever rely on it as a source for stories. In the old days, editors were one of the few sources of targeted information for readers; with the onset of the Internet, information is available to everyone. It's up to the writers and editors to become better gatekeepers so that readers (and web viewers) get the information most suited to their needs.

I write mostly in my office with the doors closed, but I realize not everyone has that luxury. Most of the time we will predetermine the importance of a story in editorial meetings; that helps me determine how many interviews I might need to make before a story is ready to be written. The nature of a story is also important: If it's at all controversial, we'll want to present more than one side of the issue. If it's a simple page story on how to improve your farm management, we may only need two interviews. This is where experience really comes in handy. Most of us who have been doing this for awhile have an inner voice that tells them when they know they have enough material for a good story. It's what I call "editorial intuition."

The best writing tip that works for me is to determine the best time of day when you are most creative and productive, then make sure you have opportunities to write at those times. Try to write something every day, even if it's just a letter or e-mail or a short piece you may need to revisit later. Another great tip: to become a better writer, become a better reader. More specifically, become a reader of great writing. Great writing is there for us to enjoy if we can just get past all the other distractions that eat up our time.

Give a little background about your professional career, value of AAEA involvement, networking with colleagues.

I began my career as an ag editor in 1981 as associate editor at The National Future Farmer magazine, the publication of the National FFA Organization. I became managing editor and later editor at Prairie Farmer from 1986 to 2002. I am currently an executive editor with Farm Progress Co. overseeing Farm Futures magazine. Through those years, networking with colleagues inside and outside my company has been a tremendous source of fun and satisfaction. It is extremely rewarding to build relationships with people who may be competitors on one hand, also friends and colleagues on the other. AAEA has played an integral role in this networking.