Tim Radford, in The Guardian, offers his 25 commandments for journalists. The first:
When you sit down to write, there is only one important person in your life. This is someone you will never meet, called a reader.A nice idea, but for many hacks there’s a third person in the marriage: the advertiser. And if you’ve already taken that into account, what about the person who only comes in search of gently fruity pictures of Charlotte Rampling? (Or for that matter Helen Mirren, Anita Pallenberg, Princess Margaret, Su Pollard...)
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