Life & Style

Published: April 12, 2012

Content generation is the most challenging (and stressful) aspect of managing the Life & Style desk.

I’m often asked how I manage to generate enough content to fill two full pages of Life & Style every day. It’s a great question, because content generation is the most challenging (and stressful) aspect of managing the Life & Style desk. There simply aren’t enough events, shows and releases happening regularly in Pakistan to fill two pages every day – which is why we constantly have to innovate and plan ahead.

This last strategy – planning ahead – is key to Life & Style’s continuing success. Every member of the team, whether he or she is a reporter or desk staff, is on the lookout for new trends, possible features and upcoming talent. Our job doesn’t end when we leave the office. We get our inspiration for stories from every aspect of our culture and daily life, so we’re constantly wired. We try to stick to a seven-day schedule that gets chalked up on Monday, and then we take it from there.

Luckily, the team is thoroughly committed to its job, and thanks to our extensive forward planning we’re proud of our ability to produce highly researched pieces. The Express Tribune also prides itself on encouraging new talent and providing them coverage that they would otherwise not receive. While always important, this is essential in a country like Pakistan where culture, fashion and arts reporting is not emphasised and where entertainment activities are limited. After two years, we can reflect on our past successes with fondness, but we never allow ourselves to be complacent – there is always a bigger, better story lurking just around the corner, and rest assured, we’ll serve it to you with just the right amount of pizzaz!

Published in The Express Tribune, April 12th, 2012.

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