DIGESTING FOR A MULTICOMPANY MANAGEMENT AUDIENCE* By J . C. LANE Research and Development Department, Ethyl Corporation, Detroit, Michigan
g r e a t e r s e l e c t i v i t y i n i t e m s c o v e r e d and g r e a t e r b r i e f i n g of the i t e m s r e p o r t e d r e s u l t s i n a public a t i o n t h a t c a n be r e a d f r o m c o v e r to c o v e r i n half a n h o u r o r s o . T h a t half h o u r d o e s not obviate t h e need f o r f u r t h e r r e a d i n g . But by providing a d e s c r i p t i v e and f a i r l y i n f o r m a t i v e i n d e x t o the m o r e i m p o r t a n t published d e v e l o p m e n t s , o u r d i g e s t r e d u c e s scanning t i m e and m a k e s the additional r e a d i n g t i m e m o r e productive. T h i s , t h e n , is o u r a i m to reduce markedly t h e o v e r -all t i m e t h a t p e t r o l e u m - r e f i n i n g e x e c u t i v e s m u s t s p e n d t o k e e p up with published d e v e l o p m e n t s i n t h e i r m a j o r f i e l d s of i n t e r e s t . T h i s goal p l a c e s e x t r e m e e m p h a s i s on s p e e d i n r e p o r t i n g . To a c h i e v e i t s p u r p o s e , o u r d i g e s t m u s t a p p e a r i m m e d i a t e l y upon the h e e l s of the publications i t c o v e r s . A l i t t l e l a t e r , I will go i n t o t h e m e t h o d s employed t o s p e e d p r o d u c t i o n of o u r d i g e s t . But, f o r the m o m e n t , I only want t o point out t h a t t h e p r o m p t n e s s r e q u i r e m e n t is a c o n t r o l l i n g f a c t o r i n our c a s e . By way of c o n t r a s t , l e t u s look briefly a t two e x t r e m e s . The p u r p o s e of C h e m i c a l Abs t r a c t s h a s been defined a s " p r e p a r i n g c o n c i s e , s u m m a r i e s . . . f r o m the indexing point of view." H e r e t h e -goal i s t o p r o v i d e a t i m e l e s s r e f e r e n c e tool f o r c h e m i s t s . Speed i n r e p o r t i n g m u s t n e c e s s a r i l y be s a c r i f i c e d f o r the s a k e of c o m p r e h e n s i v e c o v e r a g e of the w o r l d ' s l i t e r a t u r e a n d f o r t h o r o u g h indexing and c r o s s - i n d e x i n g . Thus, the time i t takes f o r an a b s t r a c t to appear 1 averages three to four months. But t h e value of t h e s e a b s t r a c t s continues f o r y e a r s . In f a c t , f r o m the l i t e r a t u r e s e a r c h e r s ' point of v i e w , t h e i r v a l u e i n c r e a s e s with t i m e a s their use is f a c i l i t a t e d by annual and d e c e n n i a l i n d e x e s . At the o t h e r e x t r e m e , C u r r e n t C h e m i c a l P a D e r s , which h a s r e d a c e d B r i t i s h A b s t r a c t s . c u t s a p p e a r a n c e t i m e t o only a m a t t e r of w e e k s , but a t a s a c r i f i c e i n c o m p r e h e n s i v e n e s s . It is 2 p r i m a r i l y a n indexed l i s t i n g of t i t l e s . T h i s is p r a c t i c a l only b e c a u s e o u r C h e m i c a l A b s t r a c t s fills t h e Geed f o r a c o m p r e h e n s i v e a b s t r a c t jour'nal w r i t t e n i n E n g l i s h . Although p e t r o l e u m r e f i n i n g is a l a r g e a n d i m p o r t a n t i n d u s t r y , i t s l i t e r a t u r e is only a f r a c t i o n of t h a t which m u s t be c o v e r e d by C h e m i cal Abstracts or Current Chemical P a p e r s . T h e r e f o r e , we c a n a c h i e v e p r o m p t n e s s without too g r e a t a sacrifice in comprehensiveness. At l e a s t t h a t is what we t r y t o do. S o m e of the p h i l o s o p h i e s involved i n s u m m a r i z i n g c u r r e n t i n f o r m a t i o n have b e e n d i s c u s s e d by B. H . Weil i n h i s book, " T h e T e c h n i c a l R e p o r t . "
This paper deals with a summarizing s e r v i c e t h a t d i f f e r s s o m e w h a t f r o m a b s t r a c t i n g . For want of a b e t t e r n a m e , it m i g h t be c a l l e d "digesting." T h r o u g h u s e of a s p e c i f i c e x a m p l e , I s h a l l a t t e m p t t o show how s u c h "digesting" d i f f e r s f r o m a b s t r a c t i n g , both i n p u r p o s e and in m e t h o d s . The e x a m p l e is a monthly publication c o v e r i n g t e c h n i c a l arid e c o n o m i c d e v e l o p m e n t s of i n t e r e s t t o m a n a g e m e n t l e v e l s of p e t r o l e u m r e f i n i n g c o m p a n i e s . C a l l e d " P e t r o l e u m Refining D e v e l o p m e n t s , " it h a s been o f f e r e d , f o r the p a s t s e v e n y e a r s , as a g r a t i s s e r v i c e t o a l i m i t e d , r e l a t i v e l y s m a l l g r o u p of k e y p e r s o n n e l i n E t h y l Corporation's customer companies. An a b s t r a c t , acc:ording t o W e b s t e r , " c o m p r i s e s or c o n c e n t r a t e s in i t s e l f t h e e s s e n t i a l q u a l i t i e s of a l a r g e r thing o r s e v e r a l things." T h u s , p r e s u m a b l y , the i d e a l a b s t r a c t could s u b s t i t u t e f o r the i t e m a b s t r a c t e d . H e r e is the f i r s t point of differenc,e, s i n c e our d i g e s t is by no m e a n s s o a m b i t i o u s . I n s t e a d , its a i m is t o c a l l s i g n i f i c a n t i t e m s t o the a t t e n t i o n of busy e x e c u t i v e s and t e l l t h e m w h e r e they c a n find the d e t a i l s . In doing t h i s , i t d o e s not d e c r e a s e the n e e d f o r the publications d i g e s t e d . I n s t e a d , it i n c r e a s e s their value to a select audience s e v e r e l y l i m i t e d i n the t i m e they c a n s p e n d o n s c a n n i n g the m a n y publications t h a t m i g h t cont a i n i n f o r m a t i o n of i m p o r t a n c e t o t h e m . Our d i g e s t d o e s t h i s by s c a n n i n g f o r its r e a d e r s , page-by-page, s o m e 85 i s s u e s monthly of 20 p u b l i c a t i o n s which quite w e l l c o v e r t h e i r m a j o r f i e l d s of i n t e r e s t . Unlike a n a b s t r a c t bulletin, it m a k e s no a t t e m p t to r e p o r t s o m e thing f r o m e a c h a r t i c l e i n e a c h p e r i o d i c a l c o v e r e d . N o r d o e s i t r e p o r t e v e r y t h i n g in a g i v e n a r t i c l e . I n s t e a d , it v e r y b r i e f l y c a l l s a t t e n t i o n t o what h a s happened i n c e r t a i n a r e a s of g r e a t e s t i m p o r t a n c e t o i t s s p e c i f i c a u d i e n c e . Only f r e s h i n f o r m a t i o n is r e p o r t e d and only enough of it t o convey i t s b a s i c g i s t a n d signific a n c e , t h a t i s , j u s t enough t o k e y t h e individual r e a d e r t o i t e m s of p a r t i c u l a r i n t e r e s t t o h i m . F a c t s f r o m s e v e r a l s o u r c e s often a r e included i n a s i n g l e p a r a g r a p h , m a k i n g t h e publication a roundup-type s u m m a r y r a t h e r t h a n a n a b s t r a c t bulletin, E v e r y e f f o r t is m a d e t o t a i l o r t h e d i g e s t t o the s p e c i a l n e e d s of the s m a l l g r o u p of p e t r o l e u m - r e f i n i n g e x e c u t i v e s t h a t i t s e r v e s . T h i s inv o l v e s analyzing e a c h potential i t e m f o r what is l i k e l y t o be i n t e r e s t i n g , s i g n i f i c a n t , a n d i m p o r t a n t t o a m a j o r i t y ob t h e m . It a l s o m e a n s l e a v i n g out d e t a i l s , p e r h a p s e v e n whole i t e m s , t h a t would be d e s i r e d by t e c h n i c a l p e r s o n n e l w o r k i n g i n s p e c i a l i z e d a r e a s . T h i s c o m b i n a t i o n of
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'Presented at the 138th National Meeting of the American Chemical Society, New York, N. Y., September 12, 1960.
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Deciding What J o u r n a l s t o C o v e r . Time, staff s i z e , and c o s t s e t l i m i t s on how many public a t i o n s we c a n s c a n . T h u s , we f i r s t had to cons i d e r the s u b j e c t s of g r e a t e s t i n t e r e s t t o p e t r o l e u m - r e f i n i n g e x e c u t i v e s and c l a s s i f y t h e s e s u b j e c t s into a f e w m a j o r c a t e g o r i e s . Then we had t o decide which j o u r n a l s t o s c a n i n o r d e r t o c o v e r those c a t e g o r i e s adequately but with a m i n i m u m of duplication. To c o v e r p e t r o l e u m p r o d u c t s and the p r o c e s s e s f o r making t h e m , we c h o s e s i x p e r i o d i c a l s . T h e s e included one daily t r a d e n e w s p a p e r , two weekly j o u r n a l s , and t h r e e m o n t h l i e s . To supplement t h e c o v e r a g e of product-vehicle r e l a t i o n s h i p s , we added the SAE J o u r n a l , a n a u t o m o t i v e - i n d u s t r y j o u r n a l published s e m i monthly, and our own bimonthly, Ethyl News. T o c o v e r p e t r o l e u m by-products and d e r i v a t i v e s , we added C h e m i c a l & E n g i n e e r i n g News, two o t h e r c h e m i c a l w e e k l i e s , a p l a s t i c s - i n d u s t r y j o u r n a l , and two r u b b e r - i n d u s t r y j o u r n a l s . T h e n , f o r f u r t h e r c o v e r a g e of technology, we c h o s e I n d u s t r i a l and E n g i n e e r i n g C h e m i s t r y , C h e m i c a l E n g i n e e r i n g P r o g r e s s and a c o m m e r c i a l l y published monthly. F i n a l l y , as f u r t h e r s o u r c e s of m a r k e t i n g and e c o n o m i c i n f o r m a t i o n , we added the Wall S t r e e t J o u r n a l , a b u s i n e s s wFekly, and a weekly s p e c i a l i z i n g in p e t r o l e u m - i n d u s t r y m a r k e t i n g , Thus we routinely c o v e r a t o t a l of 20 publications. H o w e v e r , i n the i n t e r e s t of f a s t r e p o r t i n g , we often c o v e r t e c h n i c a l m e e t i n g s by m e a n s of p r e p r i n t s o r p r i o r - p r i n t e d abstracts. Deciding F o r m a t . The need f o r p r o m p t n e s s d i c t a t e d t h a t t h e d i g e s t be typed r a t h e r t h a n t y p e s e t . T h u s , the 8 - 1 / 2 by 11 inch page t h a t is s t a n d a r d f o r typed m a t e r i a l s e e m e d b e s t . Having Varityping s e r v i c e a v a i l a b l e , we s e l e c t e d suitable s i z e s of type f o r c e n t e r e d m a i n headings and f l u s h - l e f t s u b h e a d i n g s . F o r the t e x t , we c h o s e I B M ' s p r o p o r t i o n a l - s p a c e type t o a p p r o x i m a t e the r a p i d , e a s y - r e a d i n g a d v a n t a g e s of t y p e s e t copy. F o r the f i r s t few i s s u e s , we u s e d a s t a n d a r d white offset p a p e r s t o c k , but we soon changed to one with a n i v o r y t i n t . T h i s w a s done t o r e d u c e the r a t h e r g l a r y c o n t r a s t between the black t e x t and the white page. The " n e w s p a p e r s t y l e " of the IBM type m a k e s i t m o r e l e g i b l e a n d , i n many r e s p e c t s , e a s i e r t o r e a d t h a n E l i t e or P i c a t y p e . However the IBM c h a r a c t e r s a r e s o s h a p e d t h a t m o r e "black" a p p e a r s p e r unit s p a c e . Going t o the i v o r y - t i n t e d s t o c k r e d u c e d the c o n t r a s t a n d , a t the s a m e t i m e , m a d e t h e p a g e s e a s i e r t o r e a d under s t r o n g illumination, w h e r e "light-bounce" is t i r i n g t o the e y e s . Deciding O r g a n i z a t i o n . We a l r e a d y had decided the b r o a d g e n e r a l c a t e g o r i e s we should c o v e r and t h e j o u r n a l s we should s c a n i n o r d e r t o do s o . Now we had t o d e c i d e how the d i g e s t should be o r g a n i z e d . We f e l t t h a t we should m a i n t a i n d i s c r e t e c a t e g o r i e s , s i n c e s o m e of o u r r e a d e r s would be m o r e i n t e r e s t e d in o n e , s o m e
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in a n o t h e r . Table I shows the c a t e g o r i e s finally selected. TABLE I. CATEGORIES COVERED 1 .00
Products
2.00
Processes
3 .00
Plant Developments
4.00
Economics
5 .00
By-products and Derivatives
6.00
Petroleurn Synthesis
7.00
Other Related Subjects
T h i s table a l s o shows t h e o r d e r i n which we decided t o p r e s e n t the c a t e g o r i e s , b a s e d on t h e i r g e n e r a l l e v e l of i n t e r e s t to the m a j o r i t y of o u r r e a d e r s , Since p r o d u c t s a r e the r e a s o n f o r c o r p o r a t e e x i s t e n c e , they s e e m e d the l o g i c a l choice f o r f i r s t p l a c e . P r o c e s s e s c a m e next, b e c a u s e of the c l o s e technological and economic i n t e r r e l a t i o n s h i p between product-quality r e q u i r e m e n t s and the p r o c e s s e s by which t h e s e r e q u i r e m e n t s c a n be m e t . T h e r e w a s no p a r t i c u l a r r e a s o n f o r putting the " P l a n t Developments" s e c t i o n a h e a d of the " E c o n o m i c s " s e c t i o n . But we f e l t t h a t t h e s e two s e c t i o n s should c o m e next because they include i n f o r m a t i o n of b r o a d g e n e r a l i n t e r e s t to all r e f i n e r s . P r e s u m a b l y , all of o u r r e a d e r s would be i n t e r e s t e d i n new plants and plant expansions planned by t h e i r c o m p e t i t o r s . L i k e w i s e , they all would be i n t e r e s t e d i n supply and demand s t a t i s t i c s and f o r e c a s t s , new m a r k e t i n g m e t h o d s , and the l i k e . The r e m a i n i n g t h r e e s e c t i o n s c o v e r s u b j e c t s of g r e a t e r i n t e r e s t t o s o m e r e f i n e r s than to o t h e r s . The " B y - P r o d u c t s and D e r i v a t i v e s " s e c t i o n w a s expected to be of g r e a t e s t i n t e r e s t to c o m p a n i e s a l r e a d y i n the p e t r o c h e m i c a l f i e l d , but of a l m o s t equal i n t e r e s t t o those cons i d e r i n g possible e n t r y into the f i e l d . It should a l s o be of s o m e i n t e r e s t to c o m p a n i e s having by-products s u i t a b l e f o r s a l e a s p e t r o c h e m i c a l intermediates. The next s e c t i o n , " P e t r o l e u m S y n t h e s i s and S u b s t i t u t e s , ' ! c o v e r s a f i e l d of r a t h e r m i l d but continuing i n t e r e s t . H a r d l y a month goes by without s o m e news of a c t u a l or p r o p o s e d p r o j e c t s t o produce gasoline and o t h e r p r o d u c t s f r o m c o a l , oil s h a l e , t a r s a n d s , e t c . The l a s t s e c t i o n is a s o r t of " c a t c h - a l l " f o r s u b j e c t s b e a r i n g s o m e r e l a t i o n t o s o m e phase of the refining b u s i n e s s . H e r e we include i n f o r m a t i o n on new r e s e a r c h l a b o r a t o r i e s , on p r e s e n t and p r e d i c t e d l e v e l s of r e s e a r c h spending in t h e r e f i n i n g , c h e m i c a l and o t h e r i n d u s t r i e s , and on t h e t e c h n i c a l - m a n p o w e r s i t u a t i o n . Other s u b j e c t s include a r e a s of p o s s i b l e competition or p a r t i c i pation, s u c h as a t o m i c e n e r g y , s o l a r e n e r g y , d e v i c e s t o c o n v e r t h e a t to e l e c t r i c i t y , ion p r o p u l s i o n , %. Developing Suitable Methods. Having d e c i d e d on what we wanted t o a c c o m p l i s h , we next had t o develop f a s t and r e a s o n a b l y
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DIGESTING FOR A MULTICOMPANY MANAGEMENT AUDIENCE
e c o n o m i c a l w a y s of doing i t . A c h e c k showed t h a t t h e m o n t h l i e s we planned to c o v e r u s u a l l y c o m e in by the twentieth of e a c h m o n t h . Hence t h i s w a s the d a t e we s e l e c t e d f o r c o m p l e t i o n of s c a n n i n g and s t a r t of d i g e s t i n g . We c o n s i d e r e d but r e j e c t e d t h e i d e a of d i g e s t i n g t h e i t e m s as s o o n a s they w e r e found d u r i n g the m o n t h . While t h i s would give u s a h e a d s t a r t o n t h e a n a l y s i s and w r i t i n g p h a s e s , i t had two d i s a d v a n t a g e s . One w a s potential w a s t e of e f f o r t , s i n c e l a t e r d e v e l o p m e n t s s o m e t i m e s could negate ( c e r t a i n i t e m s and could r e q u i r e s u b s t a n t i a l a l t e r a t i o n s of o t h e r s . The s e c o n d d i s a d v a n t a g e w a s a l a c k of o v e r - a l l p e r s p e c t i v e . Waiting until a l l of the i t e m s a r e in m a k e s i t p o s s i b l e t o a r r a n g e t h e m i n o r d e r of r e l a t e d s i g n i f i c a n c e . T h i s r e s u l t s in a s m o o t h e r - r e a d i n g , m o r e meaningful publication. We d e c i d e d to h a v e j u s t one p e r s o n s c a n a l l of t h e p u b l i c a t i o n s c o v e r e d . T h i s p e r s o n w a s b r i e f e d thoroughly in the t y p e s of i t e m s to l o o k f o r , a n d w a s a s k e d t o s e l e c t e v e r y t h i n g the digester might consider worth reporting. L i m i t i n g the p r e l i m i n a r y s e l e c t i o n t o one p e r s o n w a s believed d e s i r a b l e t o p r e v e n t e x c e s s i v e duplication of.i t e m s r e p o r t e d e a r l i e r and t o d e v e l o p the g r e a t e s t c o m p e t e n c e t h r o u g h experience. Pertinent i t e m s a r e classified according to s u b j e c t t h r o u g h a s i m p l e code b a s e d on the o r d e r i n which the s u b j e c t s a r e t o be r e p o r t e d . T a b l e I1 s h o w s a n e x c e r p t f r o m t h i s c l a s s i f i c a t i o n scheme. TABLE
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CLASSIFICATION WITHIN CATEGORY
5.00 5.1
5.2 5.3 5.4 5.5 5.6 5.7
5.8 5.9
5.91
By-products and Derivatives Specialties (3, insecticides) Hydrocarbons Oxy-hydrocarbons Detergents P l a s t i c s and Fibers Synthetic Rubber Carbon Black Nitrogen Compounds Miscellaneous Sulfur Compounds
E a c h p e r t i n e n t i t e m is c l a s s i f i e d by t h i s s c h e m e and c l i p p e d , i n i t s e n t i r e t y , f r o m the publication i n which i t a p p e a r e d . If a n i t e m c o v e r s m o r e t h a n one s u b j e c t , V e r i f a x c o p i e s a r e m a d e f o r e a c h s u b j e c t c l a s s i f i c a t i o n . If t h e clipped i t e m s a l r e a d y a r e 8 - 1 / 2 by 11'' i n s i z e , they a r e f i l e d i n f o l d e r s b e a r i n g the a p p r o p r i a t e c l a s s i f i c a t i o n n u m b e r s . If not, they a r e mounted o n 8 - 1 / 2 by 11" s h e e t s f o r e a s y handling d u r i n g t h e a n a l y s i s and d i g e s t i n g phases. T h u s , when the twentieth of the m o n t h r o l l s a r o u n d , t h e d i g e s t e r h a s before h i m a s e t of f i l e f o l d e r s , e a c h containing v a r i o u s i t e m s of i n f o r m a t i o n on a s i n g l e s u b j e c t . H i s job is t o a n a l y z e e a c h i t e m f o r i t s b a s i c s i g n i f i c a n c e and e x p r e s s t h e g i s t of i t i n a s few w o r d s as p o s s i b l e . In
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e f f e c t , he is a r e p o r t e r with s e v e r e l y l i m i t e d and a v e r y s h o r t d e a d l i n e . space allotments We will c o n s i d e r the b r a i n w o r k p a r t of t h i s job l a t e r . H o w e v e r , f i r s t , l e t u s look a t the m e t h o d s used to speed production. F r o m Dictation t o F i n a l Copy. Once t h e twentieth a r r i v e s , digesting t i m e , printing t i m e , a n d the U . S. Mail a r e t h e f a c t o r s d e t e r m i n i n g how s o o n o u r publication g e t s t o its r e a d e r s . To m a k e t h i s t i m e a s s h o r t a s p o s s i b l e , the d i g e s t e r d i c t a t e s h i s c o m m e n t s on e a c h i t e m . Usually he c o v e r s one whole c a t e g o r y before passing his w i r e - r e c o r d e r cartridge to his s e c r e t a r y f o r t r a n s c r i p t i o n . While s h e t r a n s c r i b e s , he d i c t a t e s d i g e s t s f o r the next c a t e g o r y , When the f i r s t r e e l of d i c t a t i o n h a s b e e n t r a n s c r i b e d , t h e d i g e s t e r e x a m i n e s the t r a n s c r i p t , c o r r e c t i n g h i s g r a m m a r , checking n u m e r i c a l q u a n t i t i e s with the o r i g i n a l i t e m s t c m a k e s u r e no d e c i m a l p l a c e s have been added or d r o p p e d , and i n g e n e r a l "proofing the rough." A f t e r a s e c t i o n o r two of t r a n s c r i p t h a s been p r o o f e d , the s e c r e t a r y begins typing the f i n a l copy on photo-offset p a p e r . T h u s , the two s l a v e s to a deadline go on the one dictating a n d c o r r e c t i n g the t r a n s c r i p t , the o t h e r t r a n s c r i b i n g and typing f i n a l c o p y , Now any good s e c r e t a r y c a n type f a s t e r t h a n h e r b o s s can t h i n k , s o t o F a k e f u l l u s e of h e r t i m e , s h e a l s o m a k e s V e r i & c o p i e s of the f i n a l d r a f t t o send to o u r t h r e e r e v i e w e r s . The net r e s u l t is t h a t , two and a half or t h r e e d a y s a f t e r dictation b e g i n s , the d i g e s t e r f i n i s h e s h i s w o r k , and the s e c r e t a r y c o m p l e t e s h e r s within the next half h o u r . We a l l o t the r e v i e w e r s a f u l l day f o r e x a m i n a t i o n and c o m m e n t s . In p r a c t i c e , they seldom require that much t i m e . By the t i m e the r e v i e w e r ' s c o m m e n t s a r e i n , we have a l r e a d y notified t h e p r i n t e r how many p a g e s the i s s u e will c o n t a i n , In t u r n , he h a s s e t up h i s d u m m y and p r e p a r e d the photographic b o a r d s to d r o p o u r pages i n p l a c e . The V a r i t y p i s t h a s s e t h e a d s , s u b h e a d s , and table of c o n t e n t s . T h u s , upon the l a s t r e v i e w e r ' s OK, we go t o p r e s s . When we began publication, we c h o s e a p r i n t e r who would g u a r a n t e e u s the f a s t e s t p o s s i b l e s e r v i c e . H i s t i m e of t h r e e d a y s is about the m i n i m u m o b t a i n a b l e , s i n c e i t c o v e r s photography and p l a t e m a k i n g , printing a n d d r y i n g t i m e f o r two s i d e s , folding, binding, t r i m m i n g , and d e l i v e r y . T o m'ake the m o s t of h i s s p e e d , we plan o u r w o r k to get the copy to h i m by a t l e a s t T u e s d a y noon. T h u s the p r i n t e d i s s u e is b a c k by F r i d a y noon, i n t i m e t o mail out by F r i d a y evening. Thanks to p o s t m e n who w o r k on the w e e k e n d , i t g e t s t o m o s t of i t s r e a d e r s on Monday m o r n i n g . Wanted a Semipermeable Membrane. In d i s c u s s i n g t h e m e t h o d s we have adopted t o a t t a i n s p e e d , I p a s s e d r a t h e r lightly o v e r the p h r a s e "dictating the d i g e s t s . ' I I s o m e t i m e s w i s h we had a s e m i p e r m e a b l e m e m b r a n e which would s e l e c t i v e l y e x t r a c t the s i g n i f i c a n c e f r o m
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p r i n t e d m a t t e r and p a s s i t on to the r e a d e r as a m e a t y g i s t . Unfortunately, h o w e v e r , we s t i l l have only i m p e r f e c t g r a y p r o t o p l a s m i c m a t t e r , somewhat i m p r o v e d by e x p e r i e n c e and f e e d b a c k . To m a k e t h i s i m p e r f e c t f i l t e r w o r k a s well a s p o s s i b l e , we load it in s m a l l i n c r e m e n t s . A s s u m i n g we a r e confronted with a lengthy artic l e o r a p r e p r i n t of a t e c h n i c a l p a p e r , we p r o g r a m o u r q u e s t i o n s i n s e r i e s . F i r s t we a s k o u r s e l v e s : "What w a s the a u t h o r ' s p u r p o s e was his a i m to improve a product o r a process, solve s o m e p r o b l e m , or s e l l a n i d e a ? " Then we a s k the 64-dollar question: " W i l l i t h e l p r e f i n e r s t h a t the p r o b l e m is solved o r the p r o c e s s i m p r o v e d ? " If the a n s w e r t o t h a t question is p o s i t i v e , we a s k o t h e r s , s u c h a s : "How will i t h e l p ? " and "How m u c h ? " F i n a l l y we a s k : "What i s the s o l u t i o n ? " T h e s e q u e s t i o n s a r e designed t o put o u r g r a y m a t t e r on the s a m e wave l e n g t h as the a v e r a g e refining e x e c u t i v e ' s . We believe he w a n t s t o know what h a s happened, what i t m a y m e a n to h i s c o m p a n y , a n d what h e and the c o m pany should do about it. Obviously, no o u t s i d e r c a n a n s w e r the l a s t q u e s t i o n f o r h i m . But we c a n r e p o r t what h a s happened and what o t h e r s think i t m a y m e a n to the i n d u s t r y . And through r e f e r e n c e s , we c a n d i r e c t h i m t o a s m u c h i n f o r m a t i o n as h a s been m a d e public. The P r e f e r r e d L o c a t i o n S t r a t a g e m . In hunting f o r the a n s w e r s t o the above q u e s t i o n s , we r e l y on t h e " p r e f e r r e d - l o c a t i o n ' ' s t r a t a g e m . W h e r e do a u t h o r s c u s t o m a r i l y put significant i n f o r m a t i o n ? The i n t r o d u c t i o n a l m o s t a l w a y s s t a t e s t h e p r o b l e m , u s u a l l y t e l l s why i t is i m p o r t a n t , and often s t a t e s the g e n e r a l a p p r o a c h u s e d t o solve it. The conclusions s e c t i o n g e n e r ally l i s t s the findings in f a i r l y c o n c i s e t e r m s , i n t e r p r e t s the r e l a t i v e i m p o r t a n c e of t h e v a r i o u s f i n d i n g s , and points up t h e o v e r - a l l significance of the w o r k . F i n a l l y , we look f o r the a u t h o r ' s r e c o m m e n d a t i o n s . T h e r e m a y be no l a b e l on t h e m , but i t u s u a l l y i s n ' t h a r d to t e l l when a n author is giving advice o r t r y i n g t o s e l l a n i d e a . Mapping t h e T e r r i t o r y . A f t e r deciding what t o look f o r and w h e r e t o look, we s t a r t the hunt, tagging o u r q u a r r y a s it is found. T h i s tagging m a y be done a n u m b e r of w a y s . My own m e t h o d is r e d - p e n c i l i n g a v e r t i c a l l i n e i n the m a r g i n f r o m the beginning t o end of s t a t e m e n t s I considt-* s i g n i f i c a n t . T h e n I n u m b e r the m a r k e d s e c t i o n s , in o r d e r of i m p o r t a n c e or, m o r e p r e c i s e l y , i n the o r d e r I plan t o r e p o r t them. Composing the L e a d S e n t e n c e . E a r l i e r it w a s mentioned t h a t the d i g e s t e r i s , in e f f e c t , l i k e a n e w s p a p e r r e p o r t e r having a s e v e r e l y l i m i t e d s p a c e a l l o t m e n t . T h i s l i m i t a t i o n on s p a c e m a k e s a good, s p e c i f i c l e a d s e n t e n c e even m o r e i m p o r t a n t t o h i m t h a n t o the a v e r a g e r e p o r t e r . N o r m a n Shidle, e d i t o r of the Journal, calls such a sentence a "peg" from which t o hang a l l o t h e r s e n t e n c e s in t h e piece
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of w r i t i n g . It a c t s both as a guide and a l i m i tation; a n d , as he s a y s , " r e f e r e n c e to i t should decide the f a t e of e v e r y f a c t and i d e a t h a t knocks f o r a d m i s s i o n t o the writing." When S h i d l e ' s advice i s followed in d i g e s t i n g , the r e s u l t is not unlike a b r i e f , m e a t y news i t e m . N o r m a l l y , the s u b j e c t of the l e a d s e n t e n c e is a tip-off t o t h e s u b j e c t of the whole i t e m . F e e d back f r o m one of o u r r e a d e r s s u g g e s t e d t h a t we u n d e r l i n e p a r t of the l e a d s e n t e n c e to key in the r e a d e r immediately to each paragraph's subject. T h u s , the s u b j e c t of o u r ''peg" usually is i n the f o r m of a noun p h r a s e having j u s t enough w o r d s t o identify the s u b j e c t of the whole i t e m . The p r e d i c a t e v e r b of the l e a d s e n t e n c e telling a l m o s t always i s a n a c t i v e , working one what the s u b j e c t d o e s f o r o r a g a i n s t the i n t e r e s t s of r e f i n e r s : e . g . , s a v e s ( m o n e y ) , u p g r a d e s (octane number), causes ( w e a r ) , N o r m a l l y , a noun, noun p h r a s e , o r c l a u s e follows the v e r b , completing the s t a t e m e n t about t h e s u b j e c t and pointing out i t s s i g n i f i c a n c e . T h u s , o u r typical peg s e n t e n c e always c o v e r s the "What" p a r t of the r e p o r t e r ' s t r a ditional l e a d . Usually, we a l s o include the "Who" p a r t t o m a k e c l e a r the p e r s o n and company supporting the i d e a e x p r e s s e d . The "Where" and "When" p a r t s m a y o r m a y not be included in t h e p e g , depending on how long the s e n t e n c e is becoming. If they a r e not, we usually bring t h e m i n a t the start of the next s e n t e n c e s o m e what like this: "Speaking a t the fall m e e t i n g of the ACS, they. explained that. .'I Completing the Digest. The s e n t e n c e s following the peg should m a k e c l e a r what the development i s , what p r o b l e m s it s o l v e s , o r what opportunities i t o f f e r s . They should define the s u b j e c t f u r t h e r , if i t i s not a l r e a d y well known, and they should amplify and explain i n f o r m a t i o n contained in the peg s e n t e n c e . A Couple of E x a m p l e s . Excerpts from two of o u r d i g e s t s m a y i l l u s t r a t e the peg s e n t e n c e and i t s follow-up s e n t e n c e s . One i t e m , c o v e r i n g t h r e e p a p e r s a t the s a m e m e e t i n g , s t a r t e d i n t h i s way: "New methods f o r m e a s u r i n g e n d - g a s t e m p e r a t u r e in engines ( t h a t m u c h w a s u n d e r l i n e d ) a r e helping to explain the effect of engine and f u e l v a r i a b l e s on knock, ( s o far we have c o v e r e d the "What"), the SAE w a s told d u r i n g its s u m m e r m e e t i n g i n Chicago." ( T h e t a g end contains t h e "When" and "Where.") In t h i s c a s e , the following s e n t e n c e s v e r y briefly d e s c r i b e d how e a c h method w o r k s . They a l s o pointed out that two of the m e t h o d s m e a s u r e peak t e m p e r a t u r e in the g a s , while the t h i r d m e a s u r e s the a v e r a g e f o r the whole v o l u m e . The second i t e m , giving additional i n f o r m a t i o n f r o m one of the p a p e r s , began: " P r a c t i c a l r e s u l t s f r o m study of end-gas t e m p e r a t u r e s ( t h a t m u c h u n d e r l i n e d ) by the sonic-velocity m e t h o d m a y include automobile engines m i l d e r in t h e i r antiknock r e q u i r e m e n t s , Ethyl C o r p o r a t i o n r e s e a r c h e r s told the SAE." The next
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DIGESTING FOR A MULTICOMPANY MANAGEMENT AUDIENCE sentence read: “Thus, petroleum r e f i n e r s may be a b l e t o m e e t f u t u r e antiknock r e q u i r e m e n t s without r e s o r t i n g t o i n c r e a s i n g l y e x p e n s i v e p r o c e s s i n g m e t h o d s , t h e y said.” A s c a n be s e e n , two s e n t e n c e s w e r e needed h e r e t o fully convey the s i g n i f i c a n c e . The r e m a i n d e r of the i t e m r e p o r t e d what ‘ w a s found, in t h r e e f a i r l y s h o r t s e n t e n c e s . “New knowledge obtained i n the study h e l p s e x p l a i n f u e l s e n s i t i v i t y and engine s e v e r i t y . T h e study showed t h a t e n g i n e s b e c o m e m i l d e r with i n c r e a s e s i n c o m p r e s s i o n r a t i o and s p a r k a d v a n c e . F a c t o r s making e n g i n e s m o r e s e v e r e include i n c r e a s e s i n t e m p e r a t u r e of t h e i n l e t m i x t u r e , m o r e t h r o t t l i n g , and f u e l - a i r r a t i o s l e a n e r than c h e m i c a l l y required.” Now, o b v i o u s l y , s u c h a d i g e s t cannot s u b s t i t u t e f o r a p a p e r t h a t w a s 1 9 p a g e s long i n i t s t y p e s e t v e r s i o n . H o w e v e r , we do believe i t t e l l s t h e r e a d e r enough f o r h i m t o d e c i d e w h e t h e r he w a n t s t o know m o r e . We a l s o think i t m a y t e l l s o m e all t h e y n e e d t o know f o r the m o m e n t . T h i n g s We M u s t K e e p i n Mind. We w o r k on the a s s u m p t i o n t h a t m o s t e x e c u t i v e s do not have t i m e t o i n t e r e s t t h e m s e l v e s in f i n e d e t a i l s or long d i s c u s s i o n s of t h e o r y . So we put in only t h e m i n i m u m needed f o r u n d e r s t a n d i n g of the t e c h n i c a l a n d e c o n o m i c i m p o r t a n c e of t h e i t e m . Being s o s e l e c t i v e r e q u i r e s m a n y tough d e c i s i o n s o n what t o include and what t o l e a v e o u t . S o m e t i m e s we a r e i m p r e s s e d by a f a c t t h a t is p a r t i c u l a r l y i n t e r e s t i n g but not s t r i c t l y e s s e n t i a l t o r e p o r t i n g of the d e v e l o p m e n t a n d its s i g n i f i c a n c e . Such f a c t s we m a y d e c i d e t o i n c l u d e , but only a f t e r c a r e f u l study t o m a k e s u r e t h a t t h e y a r e tlroadly a p p l i c a b l e , i n s t e a d of s o s p e c i f i c t o a p a r t i c u l a r c a s e a s t o be only p a r t l y t r u e o r m i s l e a d i n g when t a k e n out of c o n t e x t . And if a n i t e m involves both a d v a n t a g e s and d i s a d v a n t a g e s (of about equal i m p o r t a n c e ) , we m u s t be s u r e t o include both s i d e s of the question. What m u s t a l w a y s be u p p e r m o s t in our m i n d s is our e x e c u t i v e a u d i e n c e its interest i n b e t t e r p r o d u c t s , b e t t e r p r o c e s s e s , a n d , above all, c o s t , p r o f i t - m a k i n g p o t e n t i a l , a n d p o s s i b l e savings. Designing f o r R e a d a b i l i t y . I have a l r e a d y touched o n s o m e of the m e c h a n i c a l m e t h o d s u s e d t o i m p r o v e r e a d a b i l i t y . T h e s e include type f a c e , t i n t e d p a p e r , V a r i t y p e d h e a d i n g s and s u b h e a d i n g s , and u n d e r l i n i n g of p a r t of e a c h l e a d s e n t e n c e . Another mechanical1 device is keeping p a r a g r a p h s
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reasonably short u s u a l l y no m o r e t h a n a d o z e n l i n e s , T h i s b r e a k s up the page and k e e p s it f r o m looking s o f o r m i d a b l e . But, m o r e i m p o r t a n t l y , it g i v e s the r e a d e r a m o m e n t a r y breather. T h e s e m e c h a n i c a l d e v i c e s h e l p , but we b e l i e v e the m o s t effective a i d t o r e a d a b i l i t y is t o and t o m a k e r e p o r t only what is i m p o r t a n t e v e r y w o r d count in doing s o . T h i s is a t a l l o r d e r , and we c a n only appro*mate filling i t . H o w e v e r , we find we c a n c o m e r e a s o n a b l y c l o s e by a d h e r i n g t o c e r t a i n well-known p r i n c i p l e s of c l e a r w r i t i n g . 5 T h e s e include using s h o r t w o r d s , s h o r t s e n t e n c e s , a c t i v e v e r b s , and familiar words wherever possible. Where u n f a m i l i a r t e r m s m u s t be u s e d , we e i t h e r define t h e m d i r e c t l y or m a k e t h e i r m e a n i n g c l e a r by c o n t e x t , e x a m p l e , or f u r t h e r e l u c i d a t i o n i n succeeding sentences, Another way of s a v i n g t i m e f o r the r e a d e r is by tabulating q u a n t i t a t i v e i n f o r m a t i o n , even if it w a s not s o p r e s e n t e d i n the o r i g i n a l i t e m . T a b l e s c a n be m o r e t h a n j u s t a m e a n s of s e t t i n g down v a l u e s in c o n c i s e f o r m . They a l s o c a n be u s e d t o c l a s s i f y and a r r a n g e t h e d a t a t o f a c i l i t a t e c o m p a r i s o n s by the r e a d e r . T h u s , they c a n i n c r e a s e c o m p r e h e n s i o n a s well a s s a v e 6 reading time. In o r d e r not t o b r e a k r e a d i n g continuity, we do not put bibliographic r e f e r e n c e s i n s i d e a p a r a g r a p h , but a t t h e e n d , i n s t e a d . F o r the s a m e r e a s o n , we m a k e v e r y s p a r s e u s e of parenthetical phrases o r clauses inside s e n t e n c e s . When we do u s e t h e m , we k e e p t h e p a r e n t h e t i c a l m a t e r i a l v e r y s h o r t (two t o t h r e e words). We give t h e r e f e r e n c e s a t the end of e a c h i t e m , r a t h e r t h a n using r e f e r e n c e n u m b e r s t o guide t h e r e a d e r to a bibliography at the back of the publication. We believe h e m a y want t o know the s o u r c e of a p a r t i c u l a r l y i n t e r e s t i n g i t e m i m m e d i a t e l y , and not to have t o s t o p and l e a f t o the back i n e v e r y s u c h c a s e . Summing Up. T h i s h a s been a lengthy d i s c u s s i o n of a s p e c i a l c a s e i n d i g e s t i n g f o r a multicompany management audience. Actually, o u r w o r k boils down t o c o v e r i n g the development‘s m o s t i m p o r t a n t t o r e f i n e r s , while being s e l e c t i v e enough to k e e p r e a d i n g t i m e to half a n h o u r and offering r e a d e r s a low F o g Index, e v e n a t t h e s a c r i f i c e of s o m e s o p h i s t i c a t i o n s in writing style.
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REFERENCES
‘R. G. Rice, C. L. Bernier, and D. B . Baker, “Scientific Abstracting and Indexing Services,” STWP R e v i e w I , No. 3, 11-17 ( J u l y , 1960). 2R. E. Fairbairn, “Document:ation,” Chemistry and Industry, No. 21, 645-8 (May 25, 1957). 3B. H . Weil, “The Literature Summary,” Chapter 6 in The Technical R e p o n , Reinhold Publishing Corp., New York, N. Y . , 1954. 4N. G. Shidle, “Clear Writing for Easy Reading,” First Edition,McGraw-Hill Book C o . , N e w Y o r k , N . Y . , 1951, pp. 19-21, 23-26. ’Robert Gunning, “The Technique of Clear Writing,” McGraw-Hill Book Co., New York, N. Y., 1952. ‘J. C. Lane, “hlaking Graphs and T a b l e s More Effective,” Chapter 11 in “The Technical Report,” Reinhold Publishing Corp., New York, N. Y., 1954.
