Power of Proofreading, 2012 ACES

The Power of Proofreading

Sherrie Voss Matthews, The University of Texas at San AntonioSherri Hildebrandt, ConsultantJohn Braun, Vanguard Group

Thursday, April 12, 12

What is proofreading?It is not editing. It is more detail-oriented. You should give every aspect of a project a closer look, including:

• Design• White space• Spelling• Punctuation• All nitpicky details


Beyond print


Beyond printMany of us are responsible for multiple projects



Web: Do the links work?




Promotional materials: Does the pen write?





Maps: Does this make sense? Are geographical references correct?






Scripts: Does the text make sense to those outside of the organization?







Video: Are transitions even? Does the transcript match the script?







Video: Are transitions even? Does the transcript match the script?

Books: Do the chapters match the table of contents? What about the index?


Watch for grammar

I want TWO!

Watch for common

grammatical mistakes by nonwriters.


Apostrophes confuse nonwriters


Also, commas


Also, homonyms


Know your location


Know your location


Know your location

Where it really is.


Are your eyes playing tricks on you?


Are your eyes playing tricks on you?


Find a style and use it


Save the date


Save the date


Watch for creative art

designEven if the earth tilted

on its axis, the Tower of the Americas wouldn’t be located on top of the Alamodome. But that’s where the art director placed it.


Watch bad juxtapositions


Or just watch the design


Or just watch the design


Check final proofs for hard returns or text flowing improperly






Use logic while proofing


Use logic while proofing


Duh.


Invasion of weird crops








• Math intimidates editors — but chances are it already intimidated the writer.

• Learn a little about the math involved in your job.• Everybody: Percentages.

• Sports: Baseball magic numbers, games back in the standings.

• Business: Compound interest.

Do the math


Compound interest at a glanceThe formula looks complicated …

Future value = Present value times (1 + interest rate) raised to the power of the number of years

or FV = PV(1 + i)n

... But really there are just two scenarios to worry about: changing the investment and changing time.

Do the math


Compound interest at a glanceIf you change the amount you invest:

FV = PV(1 + i)n

… then (1 + i)n is just a number. So we haveFV = PV (some number)

Do the math


Compound interest at a glanceFV = PV (some number)

These two numbers move together. For example, if one doubles, the other doubles too.

Do the math


Compound interest at a glanceIf you change the time you invest …

FV = PV(1 + i)n

… then future value changes exponentially. If you double the length of time you

invest, future value more than doubles.

Do the math


Compound interest at a glance It boils down to:

Am I changing the money? The yield increases proportionally.

Am I changing time? The yield increases more than proportionally.

Do the math


Compounding can make a difference when you save over the long term. For example, a $1,000 investment, growing at an average rate of 8% per year, could compound to $1,469 in five years and $2,159 in ten years!

Lots of numbers, but what are we changing?

… could compound to $1,469 in five years and $2,159 in ten years!

Sometimes we get it right



Lots of numbers, but what are we changing?

… could compound to $1,469 in five years and $2,159 in ten years!

Time!




• Change in first five years: $1,469 - $1,000 = $469.• Change in next five years: $2,159 - $1,469 = $690.

Time makes things grow faster than you’d expect. Double the time and the amount more than doubles.



Let’s look at Jim and Joe, both of whom earn $25,000.• Jim contributes 3% to the plan and receives a company

contribution of 2% for a total contribution of 5%. Over 20 years Jim would accumulate close to $100,000.

• Joe contributes 6% to the plan and receives a company contribution of 3.5% for a total contribution of 9.5%. Over 20 years Joe would accumulate about $150,000.

This hypothetical example assumes a return of 8% and does not represent the return on any particular investment.

What changes? The contribution.

Sometimes we get it wrong





Joe’s contributing almost twice as much as Jim, but ends up with only 50% more money. No fair!






Joe’s contributing almost twice as much as Jim, but ends up with only 50% more money. No fair!


The real numbers should be $60,000 and $110,000.


Chris, age 30, earns $40,000 a year and hopes to retire at age 65. He is contributing 4% and has a balance of $50,000 in his plan account. He is invested conservatively, so his portfolio earns about 5% a year.

Saving 4%, plus getting a 4% match from his employer, Chris will have about $259,300 total, or $10,370 a year to spend in retirement. Not quite what he needs.

Chris decides to increase his contribution rate by two percentage points for a total of 6% to get the full company match of 6%. With this boost, he will have $870,100 total, or $34,810 annually for his retirement expenses. That’s $610,800 more when he retires, and $24,440 a year more to spend.

Lots of numbers again, but what’s changing here?

And now, the bonus round











The contribution rate from 4% + 4% = 8% to 6% + 6% = 12%.











Putting in 12% of his pay instead of 8% should raise his output by 50%. Instead he’s more than tripled his money!


Beware the rush


Beware the rush


Beware the dummy text






Beware proofing in a hurry

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Beware the typo


Beware the typo


Beware the typo


Beware the typo


Beware proofingin a hurry


Beware proofingin a hurry


Beware proofing in a hurry


Know what is in the document

“A designer handling sports pages one night last week caught a big problem on A1 when the papers came up: One of the two flag keys, a big one covering 70 percent of the width of the page, touted a story in Sports about the removal of trees from the outfield at Target Field.

“Problem was: Sports didn't have room for the story and didn't run it.

“We should have caught the error in the slotting and proofing, but going 100 mph we missed it.”

- Ben Welter, copy desk chief, Star Tribune

“A designer handling sports pages one night last week caught a big problem on A1 when the papers came up: One of the two flag keys, a big one covering 70 percent of the width of the page, touted a story in Sports about the removal of trees from the outfield at Target Field.

“Problem was: Sports didn't have room for the story and didn't run it.

“We should have caught the error in the slotting and proofing, but going 100 mph we missed it.”

- Ben Welter, copy desk chief, Star Tribune


Great advice


Beware being overly clever


Triple-check. Everything.


Triple-check. Everything.


Think like a 12-year-old boy











Which of these is not like the others? Which of these does not

belong?







20

Planting several different varieties of strawberries in the field offers growers ex-tended ripening times, and curtails the spread of diseases. University

fruit breeders continue research for more cold-hardy, productive plants. It is not a fast process. Strawberries undergo years of scrutiny and propagation tests before being released. After a year in the greenhouse, the most disease-resistant seedlings are tested at the nation’s coldest agricultural research center, the North Central Research & Outreach Center at Grand Rapids

and at the Horticultural Research Center near the Twin Cities. In the second summer, the fruit is evaluated: some may be small, tasteless, or too acid or tannic tasting. The best berries are notable for their creamy, juicy texture and flavor. Plants that don’t survive the winter or show signs of disease or mold are eliminated. Only a small percentage is good enough to save, and the best plants are set out in rows and monitored for two more years. In the final stage, test plots are added at the West Central Research & Outreach Center at Morris. The harvests are evaluated—berries are measured and the yield is weighed—for two more years. If the variety is a winner, it is sent to nurseries where it will be propagated for two more years. That may seem like a long process, but strawberries yield fruit in their

second year—grapes and apples keep breeders in suspense until fruit appears four or five years after planting. After years of trials, the new cultivars are proven hardy, high-quality, and disease-resistant.

BerriesItasca™

Mesabi™

! 2006: Itasca™ released

! 1997: Winona™ released

Strawberries

The interdisciplinary arena of food, nutrition, and health research and outreach is a key

initiative at the University of Minnesota. With six key components on one campus—agriculture, human nutrition, medicine, pubic health, exercise science, and veterinary medicine—interdisciplinary cooperation can translate quality science to sound public policy.

Healthy Foods, Healthy Lives

CULTIVAR YEAR RIPENS FEATURES

Itasca™ 2006 Late June-early July Hardy through USDA Zone 3B. Productive plant with richly colored tart berries Mesabi™ 1999 Mid-late June Large, bright red glossy fruit with melting texture. Fine flavor. Winter hardy. Impressive disease resistance. Ideal for gardens with reduced pesticide use.

Winona™ 1997 Late June-early July Large fruit with excellent texture and hints of peach flavor. Hardy and disease resistant.

KNOW TO GROWGrow strawberries in moist, well-drained soil of good fertility. Plant several varieties to extend the season and curb the spread of disease. Apply a winter mulch of clean, weed-free straw to help protect the crowns and flower buds.


Is this what music has come to?

Indie folk singer HaleyBonar already has recordedsongs for her next album,“Golder,” but needs money tocover the cost of touring as shepromotes tit.


Is this what music has come to?

Indie folk singer HaleyBonar already has recordedsongs for her next album,“Golder,” but needs money tocover the cost of touring as shepromotes tit.


AP? CMS? APA? What’s your style?

LuverneCHIT CHAT’S FAMILY RESTAURANT920 South Kniss Ave.

Luverne, Minnesota 56156507-283-4458Located one-half blocks north of Interstate Highway

90 in Luverne


Find a style; be consistent

LuverneCHIT CHAT’S FAMILY RESTAURANT920 S. Kniss AvenueLuverne, MN 56156507-283-4458Half a block north of Interstate 90in Luverne


Take nothing for granted Designers and writers can miss the obvious as

well as the subtle Don’t trust Word’s spellcheck and grammar

functions. Ever. Pay attention when referring to all

of your document Don’t embarrass your publication (or your

sources) Have a sense of style

Time-honored tips


Pressroom guys & coworkers have eyes - use them as resources

Don’t be afraid to get your hands dirty Read in reverse Know your weaknesses - find your personal

experts Listen to that little voice in your head The devil really is in the details

Time-honored tips


Save your sanity

ApostropheAbuse.com or Like them on Facebook

For Every Time You Misuse an Apostrophe, I’m Going to Remove a Finger - Like them on Facebook



Many thanks to our proofing peeps

Special thanks to Charles Apple, James Benavides, John Braun, Kirsten Efird, Lynn Gosnell, Sherri Hildebrandt, Laura Johnson, Gina Lamb, Greg Matthews, Lesley McCreedy, Melody Sanders, Sherrie Voss Matthews, Gawker Media and The Huffington Post for their sharp eyes and blooper contributions.


Education

Power of Proofreading, 2012 ACES