Friday, November 5, 2010

Lorem ipsum?

Unless you are in the publishing business, you have no earthly idea what “lorem ipsum” means.

Years ago, editors used to yell “gimme 12 inches of copy for page two” and you’d measure that up by column inch. With the advent of computerized page design, it’s “gimme 540 words.” In order to know that exact number, the designer fills the space with “dummy type.”

Lorem ipsum dolar sit amet, consectutur adipiscing elit. Sed orci magna, convallis eget interdum eget, doales ornate ante.

That’s what a small chunk looks like. Sounds kind of like something you’d hear at a Sunday Mass, doesn’t it? That’s probably because it has its roots in classic Latin literature.

Of course, lorem ipsum says nothing. It was jumbled five centuries ago from something Cicero wrote. It’s been kept alive by purist typographers, but has no meaning.

Unfortunately, the publishing business is full of lorem ipsum – words that when put together, don’t say anything.

Finding a magazine – or newspaper – that has real content isn’t easy these days because editorial staffs have cut their writing work force back to the bone. In the past two years, more than 166 newspapers in the United States have closed down. There’s actually a website called Magazine Death Pool that chronicles the hundreds of magazines that die each year.

The good news for you: As 2010 comes to a close, we begin our 36th year. Land Line Magazine not only is surviving; we are thriving. Since OOIDA established its own magazine in 1975, Land Line has continued to develop a broader-based advocacy through journalism – both in print and over the airwaves.

Moving forward into 2011, we remain fiscally solid and editorially strong, with a real live award-winning staff that has its marching orders to stay close to our Association’s core mission. No fluff and stuff editorial, no baloney, no filler, no irresponsible advertising and no lorem ipsum on our pages.