31 August, 2007

You're doing it all wrong

Ben Goldacre (with the anonymous contributions of senior UK newspaper managers) offers an alternative structure for newspapers' online presences.

One point was 'just link; don't write a whole article merely paraphrasing', so I won't. However, I loved the phrase he coined to describe second-rate material which doesn't make the cut for inclusion in a printed newspaper, and which therefore probably shouldn't be considered good enough for a website either: 'Polly Filla'.

Non-Brits mightn't get the joke: Polyfilla is a paste used to fill minor cracks in interior walls, etc., whereas Polly Toynbee is an opinionated columnist who rarely actually says anything and 'filler' is, well, you get that bit.