"WED is a harmonious marriage of Writing, Editing and Design to produce a project that is more powerful than any one element in isolation."
--Ron Reason

How it works

Peer Editing

Writing Resources

A headline that contradicts a photograph. A sea of gray text on an open page with no art. A comical illustration for a serious story.

These are just some of the missteps that result from a lack of integration and teamwork and all are examples of what the Poynter Institute's "WED" philosophy attempts to prevent.

A common misconception about WED is that you must become proficient in all three areas to do the best work possible. To the contrary, it is ideal to specialize in one particular area while understanding and learning the vocabulary of co-workers - or, as the Institute's Pegie Stark Adam says, "bring open eyes and mind and heart to projects."

"W" comprises not only writing but reporting and research, of stories as well as headlines, subheads, captions, promos, and at-a-glance boxes.
"E" comprises not only editing but coordinating and making connections among various parts of a project, such as promos from the front page or links in an online service.
"D" comprises not only design, but photography, art and illustration, color, typography, and informational graphics.

Key elements of the WED process (adapted from a Poynter Institute handout by Ron Reason):

PLANNING for the future, to anticipate and make the most of potential developments in major projects;

TEAMWORK to unite all areas of the operation - writers, editors, photographers, copy editors, artists, designers - and to maximize the contributions of each;

COOPERATION to share knowledge as early as possible in the process and to make the most efficient use of precious resources;

RESPECT for your audience, and the realization that there is greater competition for their attention than ever before, and that this necessitates making the project not only smarter but faster and easier to get through.

The concept of WED is evolving. For example, as newspapers develop online services and eventually consider adding video, the "design" category will be broadened. But the specific letters aren't as important as the philosophy - planning a project from start to finish, using the talents of all staffers to their fullest, and presenting the information in the best way possible.