Unbeknownst to me, at the time, line wrapping cannot always be controlled. Web browsers sometimes take, shall we say, “creative liberties” with content. Many of the proofreading marks I’d made were pointless.

Thus began my quest. The quest for a comprehensive web site proofing checklist –- something I could print and mark on as I reviewed the site (on screen). Somewhere between extensive on line research, and the valuable input of my friends over in IT, the following checklist was arrived upon. I hope you’ll find it helpful.

Hey, at least I still get to use my red pen.

Web Site Proofing Checklist

A quick Google search for proofreading yields about 3,380,000 results. So, where to start?

The first thing to remember is that the ability to proofread isn’t genetic. It’s an acquired skill. One person isn’t “born to proofread” any more than another is “doomed to misspell everything.”

Undoubtedly, at some point in your life, you’ve seen a typo in a menu, on a billboard or even in a book. You’ve had a gut feeling that a word doesn’t “look right.” The foundation for being an efficient proofreader has been poured. Now, let’s build on it.

Below are a few tips for further honing your proofreading skills. If you employ another effective strategy please, by all means, share.

1. Start at the top. Proofread the headline, and sub-headline(s), very carefully. Proper capitalization and character alignment are often overlooked.

2. Look for one type of error, then another. Don’t get bogged down by looking at punctuation, capitalization and grammar all at once. First, review the piece for punctuation errors, then begin again and look at capitalization; lastly, grammar. You’re more likely to see mistakes when looking for one specific thing at a time.

3. Talk to yourself. Slowly read each sentence aloud. Hearing the words better enables you to hone in on grammatical mistakes.

4. Buy a good old-fashioned paper dictionary. Electronic spellcheck is a great tool, but it’s word database may be limited.

5. Listen to your gut. If, while proofreading, a word doesn’t “look right,” find out why. Grab a dictionary and confirm the correct spelling. You may even learn different variations of the word that will come in handy down the road.

6. Invest in a good, red pen. Don’t be afraid to mark up the hard copy. If you’re unsure of something, and haven’t otherwise found an answer, make a notation. The next person to read the text may know. Don’t simply skip over it and keep reading.

When proofreading, there are several universal symbols you can use. The following table contains a few examples, as suggested by Merriam-Webster.

In closing, take a trip to your local bookstore. There are a number of helpful proofreading books on the shelves. They’re sometimes classified a “style books.” Here are a couple you may want to consider:

Copyediting & Proofreading For Dummies” by Suzanne Gilad

McGraw-Hill’s Proofreading Handbook” by Laura Anderson

I’m continually surprised, and fascinated, by the names agencies assign themselves. Names including, “Marketing,” “Design,” “Advertising,” “Communications,” and “Creative” are fairly common. Many include (or are a combination of) principals’ names. Some of the most well-know agencies in the history of advertising have followed this format:

Ogilvy & Mather

Leo Burnett

McCann-Erickson

A quick review of the top 2008 Inc. 500|5000 Advertising & Marketing Companies yields many more.

I’m finding that an increasing number of agencies are branding themselves with very unique monikers. Here are a few of my favorites:

A Looking Glass

Ant Hill

Basement

Blue Pig Advertising

Door Number 3

KOI

Liquorice

Machete

Red Head

Say It Loud

Spoon

Think

White Tangerine

Are unusual names such as these more memorable than their “safer” counterparts? I’m not sure. But, I’ll tell you one thing, I’ll not forget “Machete” any time soon!

“…. Much of the content that we want to share with our clients and prospects is also accessible to our competition. I can tell you that the sky has not fallen. If anything, it has made us work a little harder to keep company with some of the great agencies that we admire.”

I’ve recently entered the rabbit hole, Facebook. Simultaneously, I’ve become enthralled with Twitter and TweetDeck. Within these applications, I’ve connected with existing Clients, begun following agencies with which I hope to make contact, shared war stories with my fellow Traffic Managers, and sought information on my foremost competitors.

These tools, along with a host of others, enable me to hear chatter about our products and those that are available on the market. They give me an incredible advantage in that I can better determine what’s working and what’s not. I equate feedback such as this to, “being given the answers to the test.”

It’s the comments of daily users, prospective Clients and even proponents of my competitors that further my development as a business owner and “Traffic Guru.” Along the way, a strong sense of community is fostered and, ultimately, a better way of doing business.

Let’s tweet.

“I pledge allegiance to my time sheet, and to the satisfied Traffic Manager in which it stands, one web-based agency system, under deadline, with workflow management and task accountability for all.”

Remember, you’re under oath.

Ok, enough shameless promotion.

I love the fact that CurrentTrack is “web-enabled.” On Monday, I found myself at home with an under-the-weather three-year-old. In between dispensing meds and fetching his favorite Webkinz, I was able to access my Task List, support customers around the globe (literally) and record each time increment along the way.

Regardless of which project management system you use, its being web-accessible will play an integral role in keeping up with the fast pace of business during the remainder of 2008, into 2009 (and beyond).

No one WANTS to work when outside the office with a sick child, an ailing parent or anything else life may throw their way. The reality of the situation is that we sometimes HAVE to. Why not make the information necessary to do your job more easily accessible?

The folks at Brahn Communications have done an exceptional job with strategic partnership development, advertising and media sponsorship, and overall logistics for the event. Sessions are clearly marked, lanyards and conference materials looks great, the bookstore is a nice touch, and the Expo hall is inviting.

If only the hotel was as “attendee-friendly.”

Don’t get me wrong; the Orlando World Center Marriott Resort & Convention Center is breath-taking. Especially when you’ve spent the last 20 min. walking down various corridors, through eateries and gift shops, riding the elevator, and circling the pool, all in a quest to find the conference.

I’m led to wonder, is it possible for a venue, or creative agency for that matter, to become too large? At what point does the comfortable and familiar become overwhelming? When is the cohesiveness of your team lessened? When is productivity decreased rather than increased?

Maybe Hansel and Gretel had the right idea — Breadcrumbs to help us find our way back.

This morning, someone hit me with a monkey wrench.

I was scheduled to be in Atlanta, GA for the Second Wind Network seminar at 7 a.m.; breakfast with attendees at 7:30, opening session at 8 a.m.

At 4:30 a.m., as I was walking out the door to catch my flight, my three-year-old son awoke and wanted to change clothes. My eight-year-old, bleary-eyed, wanted a hug and kiss. The dog wanted to eat and the cat couldn’t believe my audacity, having moved her from the foot of the bed. My husband awoke, wandered into the hall, and asked what all the fuss was about — So much for slipping out of the house undetected.

I arrived at the airport at 5:04 a.m.; boarding closed at 5:05 a.m. I made the flight by, literally, one minute. I flew through security and ran down the corridor. Then I heard it.

“Will the young lady who left her jewelry at the security counter please return to claim it?”

At the end of the moving sidewalk (apparently, jumping over the side rail while in motion rouses suspicion), I did an about-face and ran back to security. A guard met me halfway with a bowl of jewelry, a smile and reassurance I’d make it on time. I never thought I’d write this, but thank goodness I was in boarding group eight.

Safely on the plane, I settled in and we landed 55 minutes later in Atlanta. My cab driver, apparently with no place in particular to be today, took me to the hotel. Believe it or not, I still made the seminar in time for Tony to introduce me.

The point of this story, you ask?

No matter how organized you think you may be in your home or workplace, there’ll always be monkey wrenches.

Even if you’ve devised the perfect project timeline, your copywriter will be out sick, the Client will change her mind (again), your principal will send you on a press check in the middle of the day. You can’t expect everything to go as planned, 100% of the time. You must be flexible and level-headed. Take a step back and assess the situation; make accommodations. If all else fails, duck.

“Accomodating Brocolli in the Cemetary: Or Why Can’t Anybody Spell?” by Vivian Cook is one of several books I’m in the midst of reading. I found it on the clearance table while shopping Borders in Chicago. I’m a sucker for the clearance table. So many great books are simply tossed by the wayside and sold at next to nothing.

I digress.

I’ve always been a stickler for proper letter, word and punctuation usage; especially in my former role as a Traffic Manager. Nothing makes me more irate than seeing a sign for “Kustom” this, “Rite” that and (LOL) the other. “Accomodating Brocolli” has been a wake-up call for me. There are so many grammar concepts I’ve taken for granted, never made the time to further explore or simply pushed to the back of my mind.

Here are a few, as outlined by Cook that I hope will make you take a step back and say, “Hmmmm.”

• “wh” occurs only at the beginning of words: when
• “ck” occurs only at the end: black
• “ch” occurs only at the beginning, “tch” at the end: chat, catch
• “q” has to be followed by “u”: quick
• single “z” occurs only at the end with an “e”: laze
• “i” before “e” except after “c” applies only when “ei” goes with long “ee” (“eel”) not with the “ay” (“pay”) sound of “beige” or with “ay” plus silent “g”: “eight.” However, there are still exceptions: some words have “ei” rather than “ie” despite having the long “ee” sound: seize, caffine; plural “-ies”: currencies, policies; dipthongs: society, science; when “c” is said as “sh”: sufficient, ancient

Remember homographs? Is bass a fish or an instrument? When I say buffet, do you think about food or pushing the person next to you? If I say reading, are we talking books or a trip to Pennsylvania? Is job your occupation or a character of the Bible? Subtle nuances in pronunciation, spelling, capitalization, and punctuation can bring about a whole new word meaning.

Soooo, the nex’ tyme UR lookin’ 4 a good bk to read, eye strongly sugjest “Accomodating Brocolli.” If nothing else, it’ll make you more aware of your own grammatical idiosyncrasies; correcting them will make the world a better place!

The Network, founded by former agency owner Tony Mikes (based in the quaint little town of Reading, PA), is an incredible resource for smaller to mid-size agencies, design shops and other industry-related businesses. It offers a wide variety of services ranging from members-only Forums to webinars and custom surveys. Not to mention a plethora of reputable Strategic Partners.

Unlike many of the seminars I’ve attended, those of Second Wind always have a more personal, open-forum feel. Attendees actually leave the room at breaks smiling. They chat with one another, swap contact information, have lunch in groups, and all-around enjoy hearing Tony’s lectures.

What a breath of fresh air in today’s every-increasingly “impersonal” world!

Interested in attending an upcoming seminar? Click here to learn more.