What would 30% more engagement do for your business?

According to an experiment by IBM, that's what hiring an editor can do for your bottom line. This isn't a revolutionary idea and shouldn't be a surprise. Editors are in the business of engaging readers, and it's our job to get readers to respond to a call to action, even if that action is clicking on a headline or buying a magazine or newspaper. But, to my knowledge, it's the first time anyone has been able to prove it empirically.

IBM served pages of unedited versions of content to a random sample of users and edited versions to the rest, and measured the clicks of the edited versions vs. the unedited ones for a month. Voila: 30 percent more clicks.

Reports the editor, somewhat smugly.