Services Offered by Ampersand The following descriptions are based on those published by the Bay Area Editors' Forum. Copywriting Proofreading Copyediting ___ Light Copyediting ___ Medium Copyediting ___ Heavy Copyediting Developmental Editing Production Editing Project Editing/Project Management Information Design Editorial Consulting Copywriting Copywriting involves producing text targeted for a specific purpose (marketing brochure, Web site copy, book jacket copy, etc.). The copywriter meets with the client, once or several times, to discuss content, format, and tone of the piece and to gather necessary information. He or she then produces a first draft, which the client reviews and comments on. The revision process can be simple or complex; most jobs require one or two revisions and a final proofreading pass. Proofreading Proofreading requires reading a manuscript to correct indisputable errors, such as misspellings, typos, misnumbering or mislabeling, subject-verb disagreement, errors in word usage, and incorrect or outdated cross-references. If copy is missing, the editor requests the copy. When the manuscript consists of typeset text, the editor checks for incorrect word breaks. The editor makes marginal notes to show the first citation of illustrations, tables, and other display elements. The editor adds punctuation to delineate a restrictive clause only if the change prevents confusion. Proofreaders may also check copy for conformity to type specifications, create a style sheet, and ensure attractive typography by checking kerning, margins, word spacing, repetitive word breaks, and the like. The proofreader retains secondary spellings and does not tamper with word choice or marginally incorrect punctuation (such as semicolons in a simple series) unless requested to do so. Clients often request editorial proofreading when previously published material is to be reprinted or when they are concerned about possible input errors in material that has been heavily edited or drastically reformatted. Copyediting At all levels of copyediting—light, medium, and heavy—the copy editor corrects errors, queries the author about conflicting statements, requests advice when the means of resolving a problem is unclear, and prepares a style sheet. He or she may also incorporate the author's replies to queries; this work is known as "cleanup editing." Light Copyediting (baseline editing) • Correcting faulty spelling, grammar, and punctuation • Correcting incorrect usage (such as "can" for "may") • Checking specific cross-references (for example, "As Table 14-6 shows . . .") • Ensuring consistency in spelling, hyphenation, numerals, fonts, and capitalization • Checking for proper sequencing (such as alphabetical order) in lists and other displayed material • Recording the first references to figures, tables, and other display elements. A light copyedit does not involve interventions such as smoothing transitions or changing heads or text to ensure parallel structure. The editor checks content only to detect spots where copy is missing. Medium Copyediting • All tasks for light copyediting • Changing text and heading to achieve parallel structure • Flagging inappropriate figures of speech • Ensuring that key terms are handled consistently and that the index contains all terms that meet client criteria • Ensuring that previews, summaries, etc. reflect content • In fiction manuscripts, tracking the continuity of plot, setting, and character traits, and querying discrepancies • In a multiauthor manuscript, enforcing consistent style and tone • Changing passive voice to active voice, if requested • Flagging ambiguous or incorrect statements. Heavy Copyediting (substantive editing) • All tasks for medium copyediting • Eliminating wordiness, triteness, and inappropriate jargon • Smoothing transitions and moving sentences to improve readability • Assigning new levels to heads to achieve logical structure • Suggesting—and sometimes implementing—additions and deletions, noting them at sentence and paragraph level The key differences between heavy and medium copyedits are the levels of judgment and rewriting involved. In a heavy copyedit, the editor improves the flow of text rather than simply ensuring correct usage and grammar. He or she may suggest recasts rather than simply flagging problems and may enforce a uniform level, tone, and focus as specified by the client or supervising editor. Developmental Editing Developmental editing can include consultation before the writing begins. The developmental editor may help plan the organization, features, and other aspects of the work and prepare developmental reviews or analyses. Duties often include: • Suggesting formats to communicate the message • Rewriting and restructuring the text to fit the format • Moving entire paragraphs and sentences to improve flow • Ensuring consistent structure by adding or deleting headings • Identifying gaps in content, and supplying or describing the needed copy so the author can provide it • Deleting or revising content that is outdated or that does not achieve the desired marketing focus or tone • Developing an effective system for handling trademarks or notes Developmental editing may also involve altering the content to meet the recommendations of reviewers and determining the style and general content of the illustrations and/or diagrams. Copyediting is a separate step after the developmental stage. The developmental editor does not ensure the consistency or correctness of spelling and usage, routinely check cross-references, typemark manuscripts, or enforce parallelism in running text. The developmental editor may, however, provide the copy editor with a skeletal style sheet and a few pages of sample copyediting that show preferred forms and usage. The developmental editor may also articulate for the copy editor the desired level, tone, and focus, and may suggest specific means by which the copyeditor can effect and fine-tune them. Production Editing Production editing involves managing the entire production process from manuscript to finished product: • Scheduling and tracking the entire production process • Getting bids from manufacturers and awarding work • Hiring and supervising copy editors and designers • Incorporating the author's replies to queries (cleanup editing) • Ensuring the quality of typography and manufacturing. Project Editing/Project Management A project editor or manager manages the entire project and may hire all members of the editorial team (including or excluding the author). Moreover, in contrast to production editing, project editing may also include developmental responsibilities. The following duties are often the responsibility of the project manager: • Scheduling and tracking • Reviewing all aspects of the editorial and production process and enforcing consistent standards throughout • Ensuring communication among all members of the editorial/design team, including designers, production staff, photographers, and illustrators. On a Web project this team could also include programmers or other technical personnel. Information Design Information design (sometimes called information architecture) can be applied to print or electronic media. An information designer develops a structure within which people can find information where they expect to find it. Information design combines the kind of analysis involved in traditional editorial development with some knowledge of computer technology and good instincts for translating three-dimensional concepts into a virtual world. An information designer is responsible for: • Working with others on a project team to determine the project's conceptual requirements and focus • Analyzing existing content; identifying gaps in content and specifying the needed text, artwork, video footage, animation, or other material • Developing a structure and functionality that will give users efficient access to the content and, often, the ability to communicate information of their own • Mapping out and specifying the structure of the content, the links among its parts, and a system for navigating through it • Determining the structure and operation of features such as online forms and chat areas. Editorial Consulting The editorial consultant offers custom planning and advice to individuals or businesses producing written or electronic materials. Such consulting can range from a one-time written evaluation to an ongoing relationship in which the consultant guides development of a large project.