The opinion function: an introduction -- The editorial: an attempt toward defining and classifying -- Choice of subjects: determining what needs illuminated -- Finding facts: basic reference and source materials -- Reflection: an important ingredient in persuasion -- A few persuasive techniques: a matter of craftsmanship -- Verbal and statistical fallacies: the need for precision -- Editorial credibility: perceptions make a difference -- The editorial appeal: how you make it is important -- The editorial audience: selective, skeptical obstinate -- The syndicated opinion columnist: a necessary ingredient -- Feedback: the need for an open forum -- Editorial policy: a basic statement of principles

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