People Editor Offers Ways to Snare Readers

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NEW YORK -- Find out when Ben and Jen are getting married and then be in the room. That was People managing editor Martha Nelson's short answer to ways of capturing readers in changing times.

The long answer lay in the five C's: consumer, content, covers, change and competition.

"It all begins with the consumer," Nelson told Folio:Show attendees in her keynote speech yesterday. "Focus on the reader. If you capture the reader, [then] the sales, the prizes, the ads will follow."

She advised the audience not to rely too much on research. Instead, they should trust their instincts and lead the readers.

"Research can be a great tool," Nelson said, "but it can also be a crutch. Rely on it too much, and it can make you lame by closing your mind and shutting all thought."

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