DentaltownUK February 2018 - 6

howard speaks
column

What Gets Published in Dentaltown?
Discover how articles are planned and selected-and how to pitch one of your own
Most content published in Dentaltown magazine
comes from members of the Dentaltown community. In
every issue, Townies contribute articles about topics in
their respective areas of expertise, whether they're dental
professionals, industry advisers or key opinion leaders.
To discuss how the Dentaltown team decides what
to publish each month, editor and creative director
Sam Mittelsteadt stopped by the Dentistry Uncensored
with Howard Farran headquarters to record a podcast
with me. Our hourlong conversation, recorded in
late December, covered several topics, including the
most important things our readers expect to see in an
article and the best way for anyone interested in being
published to "pitch" a piece to the editorial team. Here
are some highlights.
Dr. Howard Farran: What makes a good article? If my
listeners are thinking, 'I'd love to write an article,'what
would you tell them?
Sam Mittelsteadt: The first question will be: How
interesting is this story? A member of our editorial board
will look at each piece from the clinical point of view,
and I'm looking at it from the publishing perspective.
At my first newspaper reporting job, I had submitted
what I thought was a great story-even the transitions
were beautiful. But when my editor turned it back,
she'd had written at the top just two words: 'So what?'
I hadn't included any element explaining why what I'd
written about was important to the readers. We look
for that at Dentaltown, too. If someone says, 'I filled
a filling!' our reply would be, 'What
would our readers find interesting about
that?' If readers likely would say, 'I do
that kind of stuff every day,' then they

wouldn't be interested in that article unless it involves
some unique element. Did something go wrong? Was
it your very first one? Did the patient freak out? What
is the lesson that was involved?
HF: You've been working at Dentaltown for two
years now. What surprised you the most when you
entered the dental world?
SM: We ran a story by an oral surgeon that I will
remember for the rest of my life. A woman had cancer
in her mandible; the surgeon took out her fibula, placed
implants on it, then cut that part out, grafted it onto her
chin and, like, sewed her up. Which is a cool story ...
but I didn't realize the photos would be embedded
in the Word doc, as I started reading it at 8:15 in the
morning, eating breakfast at my desk. I had to read
the article with my hand over the photos the first few
times I went through it.
HF: You would not believe some of those cases on
Dentaltown! But you should never put up pictures
like that on your website. I go to some dentist websites
and I personally love it-I'm drooling!- but I know
potential patients are bouncing off that website in less
than a second, because the pictures are gory. Your
website pictures have got to be pretty-bleaching,
bonding and veneers.
SM: That's 'code switching.' How do you communicate with each of your audiences? You shouldn't put
bloody, up-close progress photos on a consumer-facing
website, but that's exactly what we expect for an oral
surgery case in the magazine. Professional dentists don't
want to see only the 'before' and 'after' shots; that doesn't
tell them everything that happened.

Hear the entire podcast online!
This article includes just some of the highlights of Dr. Howard Farran's conversation
with Dentaltown editor and creative director Sam Mittelsteadt. To download the podcast,
watch the video or read a full transcript, go to dentaltown.com/thegenuinearticle.

by Howard Farran, DDS, MBA, publisher, Dentaltown magazine

6

FEBRUARY 2018 // dentaltownuk.com


http://www.dentaltown.com/thegenuinearticle http://www.dentaltownuk.com

Table of Contents for the Digital Edition of DentaltownUK February 2018

Cover
Mike Gow: Contracts & the Hit Man
Howard Speaks
Message Board: Predictable Marginal Ridge
Dr. Harry Singh’s Financial Freedom Formula
Private Removable Prosthetics
Message Board: Large Composite Restorations
Quiz: Name that Oral Lesion!
The Boxing Dentist
Don't Make Assumptions
A Combined Digital Orthodontic and Restorative Approach
To Fill or Restore?
Back to Birmingham: BDC & Dentistry Show 2018
Temporomandibular Joint
Spin Me Right Round: Crown Preparations
Through the Keyhole-Dr. Alif Moosajee
Wish List-Dr. Yogi B. Savania
DentaltownUK February 2018 - Cover
DentaltownUK February 2018 - Cover2
DentaltownUK February 2018 - 3
DentaltownUK February 2018 - 4
DentaltownUK February 2018 - Mike Gow: Contracts & the Hit Man
DentaltownUK February 2018 - Howard Speaks
DentaltownUK February 2018 - 7
DentaltownUK February 2018 - 8
DentaltownUK February 2018 - 9
DentaltownUK February 2018 - Message Board: Predictable Marginal Ridge
DentaltownUK February 2018 - Dr. Harry Singh’s Financial Freedom Formula
DentaltownUK February 2018 - 12
DentaltownUK February 2018 - 13
DentaltownUK February 2018 - Private Removable Prosthetics
DentaltownUK February 2018 - 15
DentaltownUK February 2018 - Message Board: Large Composite Restorations
DentaltownUK February 2018 - 17
DentaltownUK February 2018 - Quiz: Name that Oral Lesion!
DentaltownUK February 2018 - 19
DentaltownUK February 2018 - 20
DentaltownUK February 2018 - 21
DentaltownUK February 2018 - 22
DentaltownUK February 2018 - The Boxing Dentist
DentaltownUK February 2018 - 24
DentaltownUK February 2018 - 25
DentaltownUK February 2018 - 26
DentaltownUK February 2018 - 27
DentaltownUK February 2018 - Don't Make Assumptions
DentaltownUK February 2018 - 29
DentaltownUK February 2018 - A Combined Digital Orthodontic and Restorative Approach
DentaltownUK February 2018 - 31
DentaltownUK February 2018 - To Fill or Restore?
DentaltownUK February 2018 - 33
DentaltownUK February 2018 - Back to Birmingham: BDC & Dentistry Show 2018
DentaltownUK February 2018 - 35
DentaltownUK February 2018 - Temporomandibular Joint
DentaltownUK February 2018 - 37
DentaltownUK February 2018 - 38
DentaltownUK February 2018 - Spin Me Right Round: Crown Preparations
DentaltownUK February 2018 - 40
DentaltownUK February 2018 - 41
DentaltownUK February 2018 - Through the Keyhole-Dr. Alif Moosajee
DentaltownUK February 2018 - 43
DentaltownUK February 2018 - 44
DentaltownUK February 2018 - 45
DentaltownUK February 2018 - 46
DentaltownUK February 2018 - 47
DentaltownUK February 2018 - 48
DentaltownUK February 2018 - 49
DentaltownUK February 2018 - Wish List-Dr. Yogi B. Savania
DentaltownUK February 2018 - Cover3
DentaltownUK February 2018 - Cover4
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