Exercise 5: identify the intro

BBC News has been told a menu of options has been worked up in Whitehall to help struggling households.

Energy industry sources are optimistic the government will back a plan to freeze the energy cap.

Either Rishi Sunak or Liz Truss will be announced as the new PM later today.

A freeze on energy bills is one of a number of options for tackling the soaring cost of gas and electricity due to be presented to the new prime minister this week.

Ms Truss’s team is understood to have been working on a support package for energy bills “for weeks” and an announcement on what they will do is pencilled in for this Thursday.

**

Charlotte, from west London, who did not want her full name published, told the BBC how she felt blamed by her bank and made to feel like a “criminal”.

She believes thieves accessed her card PIN via the phone app, but Santander said she must have disclosed it.

The bank has apologised to her and refunded her money.

Charlotte went to exercise at a Virgin Active gym in Chiswick after work on 24 August when all of her belongings, including her bank cards and phone were stolen.

A woman has described how criminals raided her gym locker, stole her wallet and went on an £8,000 shopping spree while she was exercising.

**

The Dutch month ahead wholesale gas price, a benchmark for Europe, was up as much as 30% in early trading on Monday.

The Nord Stream 1 pipeline had been due to reopen on Saturday after being shut for three days.

But Russia’s state-owned energy firm Gazprom said it had found a leak.

Gas prices have soared on concerns over energy supplies after Russia announced it would not reopen its main gas pipeline to Europe.

Europe has accused Russia of using gas supplies to blackmail European countries because of the Ukraine conflict, which Moscow denies.

**

Nandi Bushell, from Ipswich, joined the band onstage and took Hawkins’ place on the drum stool for Learn To Fly.

Hawkins died earlier this year while the band were in South America.

Nandi said: “It was amazing to play Wembley, but at the same time it was really sad.”

A 12-year-old drummer said she had mixed emotions performing at Wembley Stadium as part of a memorial concert for Foo Fighters drummer Taylor Hawkins.

She was one of many musicians to fill Hawkins’ seat on Saturday in London, including Blink-182’s Travis Barker, Roger Taylor’s son Rufus and Hawkins’ 16-year-old son, Shane.

**

Ministers and officials are now getting to the same conclusion.

How could you do it? There are a couple of ways.

Scottish Power suggested freezing all bills at current level of £1,971 for two years at a cost of nearly £100bn. That was dismissed by the current chancellor (until tomorrow) as it was not targeted enough at poorer households.

Ovo suggested that richer households would start to pay more on top of the frozen rate as they either earned and used more energy. This would be cheaper but would still run to many tens of billions of pounds according to Ovo’s chief executive Stephen Fitzpatrick.

Energy bosses have insisted for some time that a government-backed “superfund” from which they could borrow to lower or freeze bills “is the only game in town” – as one told me last week.

Ends

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Exercise 5: edit this copy and supply a headline  

  • Break up the paragraphs
  • Active, not passive: “Jane hands the baby to Dad”
  • One idea per sentence
  • No adverbs, basically.
  • Remove waffle
  • Give it a headline (not a heading!)

A local magnet fisherman has unearthed a strange object in the Kennet and Avon Canal at Bathampton. Magnet fishers search outdoor waters for ferromagnetic objects, using a strong neodymium magnet, a hobby which has gained popularity in recent years as enthusiasts unearth grenades, bombs, safes, bicycles and old coins, bric a brac, scrapmetal, and so on. Ben Smith, who hails from Frome, in the South West district of the UK, first decided that he would get into this very unusual pastime three months ago after engaging with some magnet fishing content on YouTube. On Saturday (August 27) he travelled to the canal in Bath with his friends. The 39-year-old said: “We were near the toll bridge and I was pulling things out left, right and centre. The magnet I have is so powerful it has the facility to lift just about anything off the canal- or riverbed. I pulled out this very strange, triangular object and decided to take it home with me because I didn’t know what it was. So, I sent a few pictures of it to some people and a couple of them said it could be a bomb from the Second World War and that I should absolutely phone it in.”

The next day, the object was taken down to Ben’s usual fishing spot at Oldford in Frome. The police were called. When an officer arrived, it was explained where Ben had located the “device” and they contacted the bomb squad. Avon and Somerset Police have since confirmed that the object was not a bomb, but actually a piece of scrap metal. However, Ben believes he may have some more very specific information. The dad-of-two said: “One of my friends who lives very nearby, not far from here in fact, said she heard an explosion soon after they took it away so presumably that was them making it safe. Then I spoke to another very good friend who is ex-Navy, from the Portsmouth area, and he spoke to a guy, who is not local to the South West area, who is a bomb expert, and he said it looked like a projectile fuse from the top of a shell.”

Unfortunately, the police took the object quickly away so it was not possible to study this find any further. However, he has made several other discoveries while engaged in magnet fishing that he has been allowed to keep. The first was a Smith and Wesson .38/44 revolver that he pulled out of the river at Woolverton. “It was in such an altogether bad state that they said I could keep it,” Ben said. He has also found a very very small pistol at Oldford, which he believes would have been utilized by a lady in the late 1800s or early 1900s. “It was a pin fire pistol, so it would have been utilized by a woman as a sort of defensive weapon. “I had someone from the states look at it and they told me what it was. They were made by Webley in Birmingham from the late 19th century to early 20th century. “I’ve also found a lot of horseshoes and a safe, at Woolverton, that had some costume jewellery in it. We think it must have been stolen in a burglary or something and dumped in the river afterwards,” Ben said.

The Frome man has really caught the bug for magnet fishing since he engaged with it for the first time around three months ago. He eventually said: “I go out maybe two or three times a week. I’m just really interested in stuff and I bought magnets for my son, Liam, who’s 10 and my daughter Lily, who’s seven, so we can all go together.  However, my wife wants me to put a stop to it after this near-miss with the ‘bomb’. She was rather unhappy to hear I’d been driving around all over the place with it in the boot of my car.” With regards to the strange object Ben found in the canal, an Avon and Somerset Police spokesman said: “We were called to the river by Staplemead Creamery, in Oldford near Frome, on Sunday 28 August following reports of a suspected bomb being pulled from the river.

Source:

https://www.somersetlive.co.uk/news/local-news/man-finds-ww2-bomb-magnet-7525784

 

 

ends

 

 

 

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Rewrite a case study 2

Screenshot 2019-09-15 at 18.58.49

 

 

How far can you go to increase engagement?

CLIENT

Time Inc.

BRIEF

Develop the Country Life cover to increase newsstand sales but not lose loyal subscribers as a result.

APPROACH

Country Life is one of the world’s pre-eminent media brands. Wielding huge political influence and social clout, it’s also extremely profitable, due to high-end property ads and a big subs base. But 50% of its circulation is still newsstand, giving a real chance to sample a wider audience. This development project was intended as a brand provocation. Tested on readers, it was designed to see how far the brand could go to attract a new audience without causing the colonels in the shires to cancel their subscriptions.

OUTCOMES

The work was well received in research, demonstrating that the readership was more robust than previously had been thought. After this project Country Life went on to record a breaking six consecutive annual ABC increases.

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Put these sentences in order

08employ-master768

A
The introduction of the levy means the UK joins a small handful of nations, including Mexico, France and Norway,
which have introduced similar taxes.

B

Leading brands such as Fanta, Ribena and Lucozade have cut the sugar content of drinks, but Coca-Cola has not.

C
From Friday manufacturers have to pay a levy on the high-sugar drinks they sell.

D
Ministers and campaigners believe it has already proved to be a success with many firms reducing sugar content
ahead of the change. But others say it is still too early to judge the impact.

E
The “ground-breaking” sugar tax on soft drinks has come into force in the UK.

 

 

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Optimizing your article pages for Google search: a checklist

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Google is king, so it is worth making sure your articles get seen by its search spiders.

At time of writing, Google indexes articles which have 250 or more words, so don’t write an article that is shorter than that

Google sees and reads  Meta Title, Description, H1s, H2s, H3s, Content, Image Titles and Descriptions,  in that order.

Title (Headings) Structure:

●      H1s – Only one H1 per page

●      H2s – As many as required but ensure a mixture of H2s, H3s and H4s

●      Use H3s as subheadings of H2s, and use H4s as subheadings of H3s

 

H1 Heading Example

H2 Heading Example

H3 Heading Example

Images

Use at least one  image for each article. For longer articles, use more relevant images. Ensure that scale and alignment works for both mobile and desktop.

Alt-tags are designed to help readers who are hard of sight (voice software reads the description.)

Ensure alt-titles contain a keyword related to the post but ensure the Alt-Text describes the image. Eg. ‘Plumber fixes damaged hole in the wall.’

Anchor Text

Ensure you have at least one outbound link (link to another source such as Wikipedia.) Ensure that all anchor text is related to a keyword or phrase – do not have an anchor text such as “click here.”

Categories and Tags

Ensure a category is created such as News or Blog and keep all articles in this area. If you create multiple categories then this creates duplicate pages which can confuse Google. For a similar reason, ignore tags completely.

Meta Title and Description

This is what Google sees and displays on Google search (Search Engine Results Page)

●      Meta Title should be 59 characters maximum

●      Meta Description ( the line under the meta title)  is 159 characters visible, but you can extend this to 300.

For Meta- Titles:

●      Use a pipette as separators | Meta titles and descriptions are actually sized in pixels not characters so use as little pixels as possible.

●      Structure your Titles in this way – Title | Service | Call To Action | Brand where possible.

For Meta-Descriptions:

●      Descriptions – Include a variation of keywords, brand information and call to actions. Include USPs such as No Call Out Charge – Free Quotation

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