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Rhubarb Fool is a multi-platform content provider

Entrepreneurial journalism. Part I.

At Rhubarb Fool we never stop reminding ourselves that you won’t deliver style, if you can’t deliver substance.

In no small part, the substance of Rhubarb Fool’s work is determined by the content it generates. The greatest proportion of this contact comes in the form of the written word. And that’s what will will be the broadest focus of this piece. Good, accessible writing.

We’re also clear that the writing that we

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undertake as Rhubarb Fool is largely commercial. Its success or failure won’t be determined by the response of The Times Literary Review. However, at Rhubarb Fool we all love great writing and we all aspire to write well.

In our attempts to qualify the writing we produce, we’ve coined the phrase ‘entrepreneurial journalism’. It’s a phrase that you may have come across on our website. But please don’t get too alarmed. We’re not claiming to be great entrepreneurs and we’re certainly not claiming to be journalists. Rather, when we talk of entrepreneurial journalism, we’re talking about writing that helps our customers meet their commercial objectives.

If we approach writing in its generic form, the conclusion that our boardroom conversations have led us to is that good writing is underpinned by the author’s personality (having something worth saying in an attractive, engaging and interesting fashion) and accuracy (grammatical and factual integrity).

At the same time, anyone who has written a lot will know that (even if you have bags of personality and are the sort of person who loses sleep over a mis-placed comma or a questionable fact), writing involves a process.

Entrepreneurial journalism is, by its very nature, more process driven than its brothers and sisters in the literary or journalistic world. Essentially, the process

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of entrepreneurial journalism demands not only preparation (that would be a prerequisite for any good piece of writing), it also involves planning. Our purpose is not only to deliver something that attracts and engages. It is also to deliver something that is functional. Something that does a great job for our customer.

So read on and let us set out the most important steps we’ve identified that could help you deliver good commercial writing. We hope that this piece guides you through the planning process to the point of execution and implementation.

Rhubarb Fool

UK Reaps Tourism Benefits as a Result of the 2012 Olympic Games

London and the UK are receiving a massive tourism boost from the 2012 Olympic and Paralympic Games.

Almost two-thirds of senior industry executives attending World Travel Market this week state there has been an increase in demand for London following the Games, including more than a quarter that say there has been much more interest.

Furthermore, this interest has spread to the whole of the UK with 54% of the 1,277 senior industry executives polled stating an upturn in holidaymakers’ appeal for the UK.

As a result of the increased levels of interest, 52% of senior industry executives have increased their capacity for London and 42% have increased their capacity for the UK following the Games. The statistics fly in the face of concerns at the time

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that at best the 2012 Olympic Games would have a minimal impact on visitor levels to

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London and the UK while most pessimistic commentators claimed they would lead to a future drop in visitor numbers.

Reed Travel Exhibitions, Senior Exhibition Director, World Travel Market Simon Press said: “It just goes to show that if you get something the size and ambition of the Olympics right, the benefits down the line will be considerable. “For more than two glorious weeks the eyes of the world were focused on the UK and the country delivered. Every man, woman and child who helped make the event such a success should feel very proud of the positive impact they have made and we hope the country continues to reap the benefits.”

– See more at: http://www.wtmlondon.com/page.cfm/action=press/libID=1/libEntryID=2199/listID=1#sthash.4keBJB7M.dpuf