Writing about the future: white paper on technology in 2030

Modern Copy have been writing copy for Grant Thornton for over five years, creating published reports on fields as varied as property, logistics, healthcare, education and technology. Our latest copywriting commission from the global financial advisory and auditing company was a white paper on technology in 2030. This covered a conference in late November where several tech pioneers and futurologists presented the evidence for their own visions of the world in 2030: fascinating material to work with.

Download and read the report here: Grant Thornton white paper on technology in 2030

Oxford’s Christmas branding project is a gift

Modern Copy website for Oxford's Christmas event

The Oxford’s Christmas website by Modern Copy








Cities like Oxford come alive at Christmas. That’s the magic that Modern Copy invested into this year’s ‘Oxford’s Christmas‘ festival, with branding, website creation, content strategy and copywriting. The branding began with a paper-cut motif that runs throughout the identity with accents of Oxford’s greatest landmarks, and with associated branding for the popular Light Night Festival that kicked off the 8-week Christmas period in the city. You can even buy lots of gifts and cards featuring the brand here. The website is also a clever tool to build your own itinerary, collating information across the dozens of participating cultural and shopping venues in the city. Modern Copy worked with our own team of designers, developers and illustrators to bring the project in on time and on budget, and with a tone and personality all of its own.

How to get information to readers in different streams

An infographic explaining eight key issues about digital magazine editions in the UK

Magvault.com infographic on digital magazines

We’ve been working for the last month or so with Magvault.com, the UK’s first (and so far, only) independent portal for digital magazines. Our content strategy has been multichannel, addressing the different issues that face the many users of digital magazines. That includes white papers for the commercial interests, press releases and PR decks for the journalists and this neat infographic for the online media. Channeling your data in a new way like this doesn’t change the message, but affects the outcome of your strategy. A fragmented readership can be an advantage in many ways, giving you a good opportunity to write for specific markets one at a time. Enjoy the infographic – you might even be one of the 24% of Britons reading it on a tablet…

Talking about sound in The Sunday Times

Modern Copy have lots of technology clients: some come to the company for branding or packaging, some for online content. We’re lucky because we get to test out some fantastic pieces of tech kit. Quite apart from our tech clients, however, we also get to test new equipment for The Sunday Times. Last week we reviewed the latest models of wireless, multi-room audio kit. Writing about sound is one of those esoteric disciplines that we rarely think about. It’s like describing flavours, in a way: a sensorial transcription. Too much information can leave readers feeling overloaded and confused, too little can look like you’re not grasping the nettle.

We thought we’d share this article as an interesting news item, as well as a useful exercise in balancing technological facts with sensory description.  Read it here: Wireless multi-room audio

Magvault.com white paper on digital magazines

A page from magvault.com

What Magvault looks like












Modern Copy have been assisting with content for the launch of Magvault.com, a new online portal for digital magazines. Owner Neil Morgan, who pioneered the use of networked data for Reuters back in the 1980s, is something of an Internet pioneer. The site makes it simpler, faster and cheaper to find your digital editions, and we think it’s great.

We came up with a comprehensive content strategy for launch, which is staggered over an 8-week phase and reaches out to consumers, industry insiders, journalists and bloggers in different ways.

One of our favourite pieces so far was this white paper on digital magazine discoverability – a major issue for many users of Newsstand and App Stores. Read the Magvault digital magazine article

Infographic design and structure

Infographic about stock market behavior











Modern Copy loves infographics. These deceptively simple devices manage to communicate a lot of complicated information. When you dissect one, you start to see the patterns emerge beneath. Good infographics always have a narrative. They tell a story, with an intro, beginning, middle and end. Sometimes, even a smart sign-off. They relate technical data in a way that only demands a few seconds of your time. They can be dipped into, or consumed as one, like a good magazine feature. The trend for the long, scrolling infographic like this one about stocks also demands that you physically engage with the graphic by moving up and down with your cursor.

This particular infographic explains how stock market investors are ruled by five psychological traits. These are often counterproductive, illogical and self-destructive. It’s a powerful message that affects everyone, and this infographic explains the horrifying fact that our economies are influenced by some very strange buying and selling indeed. It does it with solid facts and a sprinkling of humour, and of course a great story.

A really simple explanation to Google’s zoo updates









Ever wondered what the difference between Google’s Panda, Penguin and Hummingbird updates are? For writers, it’s essential to know how the system has evolved. At a basic level, this isn’t hard to understand. We just received an update from Receptional  that manages to do it in just over 100 words. They’re in the same school of thought that we are. Five years ago, SEO experts may have charged you a fortune to optimise your site and copy. In the future, only the best writers will succeed, full stop.



What’s the ideal length for a blog post?

We get to write copy for many different websites, and online marketing has become a world coloured by metrics and analysis. It’s also a great place to find people hawking solutions, even if the problem is non-existent. This blog post from one LinkedIn influencer came through to us at Modern Copy today. It’s a fantastic piece of information. The answer is exactly what we would hope to hear as writers: there’s no such thing as ideal length, it’s quality that matters.