TweetFollow Us on Twitter

September 96 - Editor's Note

EDITOR'S NOTE

DAVE JOHNSON FOR CAROLINE ROSE

As I write this our esteemed Editor-in-Cheek is off on sabbatical, indulging in a little global gallivanting and some well deserved (and completely unstructured) hanging around. Thus it falls to me to write this editorial, making this only the second issue of develop that has had two pictures of me in it (trivia question: which was the other?), and also marking the first time (and hopefully the last time) my signature has been aired in public. (Yes, I know it's illegible, and I confess: I never really learned to write cursive. So it's only a rough approximation. Even my printing is barely legible. Thank goodness for keyboards.)

Unaccustomed as I am to editorial speaking, I was having a hard time thinking of something to write about. Fortuitously, Apple's Worldwide Developers Conferenceoccurred just about the time I needed to settle on a topic, and as always the developers I talked with at the conference brought up several issues about what we on the develop staff do and why we do it that way.

One issue that came up is conveniently editorial in nature. We're often applauded for the better-than-usual (at least for a technical journal) writing in our articles and columns. It's quite true that in addition to trying to make sure everything in the magazine is correct, we also put a lot of ef fort into making it read well. This is great for you, the reader, but as with any way of doing things there's a downside. In this case, it means more trouble and more work for those who generate the content of the journal. Occasionally an author thinks it's a hassle, all that fussing over finding the right word or phrase, all that questioning and worrying over something that's "off the topic" as far as they're concerned. For others, of course, it' s a real blessing, having our highly trained team of crackerjack editors swarming over their work, nipping and tucking and polishing it until it's snug and smooth and gleaming. While I naturally tend to side with the latter, ever ybody's entitled to an opinion.

Those of us here at develop believe that it's absolutely worth it. It' s a truism about technical writing that if it's done well no one notices it. That's our goal, and always has been, and I think it' s a good and important one. If you have to read a sentence twice or three times to figure out what it means, or if you have to backtrack a page to make sense of something you just read, or if you can't find a constant in Inside Macintoshbecause it's spelled wrong in the article, then the writing will be noticed, because it's getting in your way. That's something we' re proud to avoid more often than not, even though it takes longer, and even though it's a lot more work. We hope you agree.

So that's my editorial. An easy out, some might say, simply restating our editorial philosophy rather than coming up with new thoughts. But it's something that' s often lost in all the noise, and I think it's good -- both for us and for you -- to be reminded once in a while why it is we do what we do.

Dave Johnson Editorial Pretender

DAVE JOHNSON (dkj@apple.com) and his wife Lisa have a tiny but thriving mask-making business in San Francisco, selling masks for a one-month period each year around Halloween. In 1994 they had sales of $344 and gross profits were $159. (There was a write-down of $188 that year for retooling, resulting in a net loss of $29.) In 1995 they had total profits of $287 on sales of $330. If this explosive profit growth keeps up, this small garage business could, in time, be worth literally hundreds of millions of dollars. Dave is rubbing his hands in anticipation. *

 
AAPL
$101.32
Apple Inc.
+0.74
MSFT
$45.15
Microsoft Corpora
-0.07
GOOG
$582.56
Google Inc.
-0.81

MacTech Search:
Community Search:

Software Updates via MacUpdate

calibre 2.0.0 - Complete e-library manag...
Calibre is a complete e-book library manager. Organize your collection, convert your books to multiple formats, and sync with all of your devices. Let Calibre be your multi-tasking digital... Read more
Apple iMovie 10.0.5 - Edit personal vide...
With an all-new design, Apple iMovie lets you enjoy your videos like never before. Browse your clips more easily, instantly share your favorite moments, and create beautiful HD movies and Hollywood-... Read more
Apple Keynote 6.2.2 - Apple's prese...
Apple Keynote makes it simple to create and deliver beautiful presentations. Powerful tools and dazzling effects bring your ideas to life. You can work seamlessly between Mac and iOS devices. And... Read more
Apple Numbers 3.2.2 - Apple's sprea...
With Apple Numbers, sophisticated spreadsheets are just the start. The whole sheet is your canvas. Just add dramatic interactive charts, tables, and images that paint a revealing picture of your data... Read more
OpenOffice 4.1.1 - Free and open-source...
OpenOffice.org is both an Open Source product and a project. The product is a multi-platform office productivity suite. It includes the key desktop applications, such as a word processor,... Read more
Pages 5.2.2 - Apple's word processo...
Apple Pages is a powerful word processor that gives you everything you need to create documents that look beautiful. And read beautifully. It lets you work seamlessly between Mac and iOS devices. And... Read more
Quicken 2015 2.0.1 - Complete personal f...
The new Quicken 2015 helps you manage all your personal finances in one place, so you can see where you're spending and where you can save. Quicken automatically categorizes your financial... Read more
CleanMyMac 2.2.7 - Delete files that was...
CleanMyMac makes space for the things you love. Sporting a range of ingenious new features, CleanMyMac 2 lets you safely and intelligently scan and clean your entire system, delete large, unused... Read more
MacFamilyTree 7.2.4 - Create and explore...
MacFamilyTree gives genealogy a facelift: it's modern, interactive, incredibly fast, and easy to use. We're convinced that generations of chroniclers would have loved to trade in their genealogy... Read more
Videobox 4.1.1 - Download Flash video th...
Videobox allows you to quickly and easily download Flash video from most all of the popular video sites on the internet. Videobox will convert the video into a native Quicktime format so it's ready... Read more

Latest Forum Discussions

See All

Trolls vs Vikings Update Adds Over One H...
Trolls vs Vikings Update Adds Over One Hundred Levels, Reduces Item Cost, and More Posted by Ellis Spice on August 22nd, 2014 [ permalink ] | Read more »
SNK Celebrates the 20th Anniversary of T...
SNK Celebrates the 20th Anniversary of The King of Fighters With a Big Sale Posted by Ellis Spice on August 22nd, 2014 [ permalink ] | Read more »
It Came From Canada: Star Wars: Commande...
With a brand new Star Wars trilogy on the horizon, prepare yourselves for Disney and George Lucas’s space fantasy throwback to be more omnipresent than ever before. So it should come as no surprise that new adventures in that galaxy far, far away... | Read more »
Swing Copters Review
Swing Copters Review By Jordan Minor on August 22nd, 2014 Our Rating: :: DIE TRYINGUniversal App - Designed for iPhone and iPad The creator of Flappy Bird is back with a vengeance.   | Read more »
The Outcast Review
The Outcast Review By Nadia Oxford on August 22nd, 2014 Our Rating: :: HANDS OFF. WAY OFF.Universal App - Designed for iPhone and iPad It’s easy to see what The Outcast is trying for, but its execution needs a lot of work.   | Read more »
Brain+ Review
Brain+ Review By Nadia Oxford on August 22nd, 2014 Our Rating: :: DIM BULBUniversal App - Designed for iPhone and iPad Brain+ is just another entry in an over-saturated brain-training marketplace – and not a particularly fun entry... | Read more »
The Witcher Battle Arena – New Gameplay...
The Witcher Battle Arena – New Gameplay Trailer Revealed Posted by Jessica Fisher on August 22nd, 2014 [ permalink ] Based in the Witcher universe, | Read more »
Max Gentlemen Review
Max Gentlemen Review By Jennifer Allen on August 22nd, 2014 Our Rating: :: OUTSTAYING ITS WELCOMEiPhone App - Designed for the iPhone, compatible with the iPad Max Gentlemen seems pretty quirky initially but that appeal wears thin... | Read more »
Club Penguin Gets Frozen All Over in Lat...
Club Penguin Gets Frozen All Over in Latest Takeover Event Posted by Ellis Spice on August 22nd, 2014 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Doctor Who: Legacy Review
Doctor Who: Legacy Review By Jennifer Allen on August 22nd, 2014 Our Rating: :: RUN OF THE MILLUniversal App - Designed for iPhone and iPad Doctor Who: Legacy is an ok match-3 puzzle game, but it lacks some much needed personality... | Read more »

Price Scanner via MacPrices.net

Leftover 15-inch 2.0GHz Retina MacBook Pros a...
B&H Photo has leftover previous-generation 15″ 2.0GHz Retina MacBook Pros now available for $1599 including free shipping plus NY sales tax only. Their price is $400 off original MSRP. B&H... Read more
Pro.Calendar – New Productivity App for iPad...
Austin, Texas based mobile business and productivity app developer LightArrow, Inc. has announced Pro.Calendar, a powerful and intuitive calendar app with eight versatile calendar options including... Read more
SanDisk Ultra II SSD — Supercharge Your Syste...
SanDisk Corporation has announced the new SanDisk Ultra II SSD with enhanced SSD Dashboard. The new drive is designed to deliver a cost-effective and easy upgrade solution for PC owners looking to... Read more
Samsung and Barnes & Noble Introduce New...
Samsung Electronics America and NOOK Media, a subsidiary of Barnes & Noble, Inc. have announced the introduction of the new Samsung Galaxy Tab 4 NOOK, a 7-inch tablet combining Samsung’s leading... Read more
21-inch iMacs on sale for up to $150 off MSRP
B&H Photo has 21″ iMacs on sale for up to $150 off MSRP including free shipping plus NY sales tax only. B&H will also include a free copy of Parallels Desktop software: - 21″ 2.7GHz iMac: $... Read more
27-inch 3.2GHz iMac on sale for $1698, save $...
Abt has the 27″ 3.2GHz iMac on sale for $1698 including free shipping. Their price is $101 off MSRP. Read more
Mac Backup Guru 2.0 Drive Backup/Cloneing Uti...
Mac Backup Guru developer MacDaddy has released Mac Backup Guru 2.0, offering new and enhanced advanced features, such as bootable backups, synchronised volumes and folders, and a Snapshot mode that... Read more
Operate GE’s New Free-Standing KItchen Range...
Think you accidentally left the oven on? Switch it off while on the go. The new free-standing Profile™ Series gas and electric ranges are GE’s second cooking appliances, following their wall oven, to... Read more
Parallels Announces Parallels Desktop 10 for...
The no. 1-selling software for running Windows applications on a Mac becomes an even easier choice for millions of consumers and IT professionals worldwide with the launch of the most powerful... Read more
Apple now offering certified refurbished 2014...
 The Apple Store is now offering Apple Certified Refurbished 2014 MacBook Airs for up to $180 off the cost of new models. An Apple one-year warranty is included with each MacBook, and shipping is... Read more

Jobs Board

*Apple* Retail - Multiple Positions (US) - A...
Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, you're also the Read more
Position Opening at *Apple* - Apple (United...
**Job Summary** As more and more people discover Apple , they visit our stores seeking ways to incorporate our products into their lives. It's your job, as a Store Read more
Position Opening at *Apple* - Apple (United...
…Summary** As a Specialist, you help create the energy and excitement around Apple products, providing the right solutions and getting products into customers' hands. You Read more
Project Manager, *Apple* Financial Services...
**Job Summary** Apple Financial Services (AFS) offers consumers, businesses and educational institutions ways to finance Apple purchases. We work with national and Read more
*Apple* Solutions Consultant (ASC)- Retail S...
**Job Summary** The ASC is an Apple employee who serves as an Apple brand ambassador and influencer in a Reseller's store. The ASC's role is to grow Apple Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.