Slogans that don’t suck (2).

I didn’t realize how much I liked Reuters’ old line “Before it’s news it’s Reuters” until it was scrapped after the Thomson acquisition.

Let’s parse it for a moment, shall we?

First of all, there’s a clear benefit: timely information. Any more timely and you’d probably wind up explaining yourself to the SEC.

Then there’s the lovely Iambic rhythm to the phrase. And the neat parallel construction of the It’s/it’s.

This line didn’t matter much when it ran, because Reuters was about attracting advertisers, not being one. it matters less now that the company has been bought.

But that line was good craft, and I really need to believe, in a life-or-death kind of way, that good craft always matters.

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