{"id":15770,"date":"2021-01-19T01:00:18","date_gmt":"2021-01-19T05:00:18","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=15770"},"modified":"2024-01-01T08:49:17","modified_gmt":"2024-01-01T12:49:17","slug":"benchmark-readability-against-the-bbc","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/01\/benchmark-readability-against-the-bbc\/","title":{"rendered":"Benchmark readability against the BBC"},"content":{"rendered":"<h2>How does your news measure up?  <\/h2>\n<p>The BBC covers the most serious news known to man \u2014 <a href=\"http:\/\/www.bbc.com\/news\/world-middle-east-40685369\" target=\"_blank\" rel=\"noopener noreferrer\">West Bank stabbings<\/a>, <a href=\"http:\/\/www.bbc.com\/news\/world-us-canada-40685367\" target=\"_blank\" rel=\"noopener noreferrer\">friendly fire air strikes<\/a>, <a href=\"http:\/\/www.bbc.com\/news\/entertainment-arts-40681026\" target=\"_blank\" rel=\"noopener noreferrer\">Justin Bieber&#8217;s bad behavior<\/a> \u2014 and does so in an average of 4.7-character words.<\/p>\n<figure id=\"attachment_25473\" aria-describedby=\"caption-attachment-25473\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25473\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/01\/benchmark-readability-against-the-bbc\/benchmark-readability-against-the-bbc-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"benchmark-readability-against-the-bbc\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;News for you&lt;\/strong&gt;\u00a0The BBC makes the most serious news easy to understand with highly readable copy. Does your organization do the same?&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc.png\" alt=\"Benchmark readability against the BBC\" title=\"Benchmark readability against the BBC\" width=\"600\" height=\"300\" class=\"size-full wp-image-25473 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25473\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/01\/benchmark-readability-against-the-bbc\/benchmark-readability-against-the-bbc-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"benchmark-readability-against-the-bbc\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;News for you&lt;\/strong&gt;\u00a0The BBC makes the most serious news easy to understand with highly readable copy. Does your organization do the same?&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc.png\" alt=\"Benchmark readability against the BBC\" title=\"Benchmark readability against the BBC\" width=\"600\" height=\"300\" class=\"size-full wp-image-25473\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/01\/benchmark-readability-against-the-bbc-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-25473\" class=\"wp-caption-text\"><strong>News for you<\/strong>\u00a0The BBC makes the most serious news easy to understand with highly readable copy. Does your organization do the same? <a href=\"https:\/\/www.shutterstock.com\/image-photo\/kouvola-finland-23-january-2020-bbc-1763591474\" rel=\"noopener\" target=\"_blank\"><em>Image by Elena Noeva<\/em><\/a><\/figcaption><\/figure>\n<p>How does your copy&#8217;s readability compare to that of the world\u2019s largest broadcast organization?<\/p>\n<h3>Benchmark readability<\/h3>\n<p>One way to find out is to benchmark readability statistics. That&#8217;s a great way to convince bosses, clients and reviewers that extremely readable copy makes sense, even for serious messages.<\/p>\n<p>We used Microsoft Word&#8217;s Readability Statistics to measure how the BBC&#8217;s readability stacks up. We analyzed every story (23, including the top 10 most read) on the <a href=\"http:\/\/www.bbc.com\/news\" target=\"_blank\" rel=\"noopener noreferrer\">BBC.com<\/a> home page on a single day.<\/p>\n<p>Here&#8217;s what we found out \u2026 and how you can improve readability of your own pieces.<\/p>\n<p>1. The BBC\u2019s paragraphs weigh in at an average of just 24 words, or 1.4 sentences. See how easy this 21-word paragraph looks \u2014 and is \u2014 to process:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nMs. Mart\u00ednez says her mother and paternal grandmother both told her at an early age that Dal\u00ed was her real father.<\/p>\n<p style=\"text-align: right;\">\u2014 \u201c<a href=\"http:\/\/www.bbc.com\/news\/world-europe-40685361\" target=\"_blank\" rel=\"noopener noreferrer\">Dali&#8217;s moustache &#8216;intact at 10 past 10,&#8217; exhumation finds<\/a>,\u201d BBC News<\/p>\n<\/div>\n<p>2. The BBC&#8217;s lead paragraphs average 25 words. Write first paragraphs that go down easy like this 21-word lead from the BBC:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">This weekend people will celebrate Germany&#8217;s new law to allow equal marriage. But it is not necessarily &#8220;equal&#8221; for gay parents.<\/p>\n<p style=\"text-align: right;\">\u2014 \u201c<a href=\"http:\/\/www.bbc.com\/news\/world-europe-40684820\" target=\"_blank\" rel=\"noopener noreferrer\">Gay Germans&#8217; joy mixed with adoption angst<\/a>,\u201d BBC News<\/p>\n<\/div>\n<p>3. The BBC\u2019s sentences average 19 words \u2014 a little longer than our recommended average. Model the sentences from this piece, which averaged 13.7 words per sentence:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">He had often seemed awkward and clumsy. Yet he also had a gentle side.<\/p>\n<p style=\"text-align: right;\">\u2014 \u201c<a href=\"http:\/\/www.bbc.com\/news\/world-us-canada-40689441\" target=\"_blank\" rel=\"noopener noreferrer\">Sean Spicer: My hectic six months with White House spokesman<\/a>,\u201d BBC News<\/p>\n<\/div>\n<p>4. The BBC averages 4.7 characters per word. This passage, for instance, weighs in at about 4.8 characters per word:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Cavalia was created in 2003 by one of the co-founders of Cirque de Soleil, and has been described as &#8220;equestrian ballet.&#8221; It has been performing in Beijing since April and even planned to build a permanent theatre in Hangzhou.<\/p>\n<p style=\"text-align: right;\">\u2014 \u201c<a href=\"http:\/\/www.bbc.com\/news\/world-us-canada-40686744\" target=\"_blank\" rel=\"noopener noreferrer\">China holds Canadians \u2018for smoking marijuana<\/a>,\u2019\u201d BBC News<\/p>\n<\/div>\n<p>5. Of the 23 BBC articles we reviewed, only one had any passive voice. That gives the BBC an average .4% (that\u2019s four-tenths of 1%) passive voice total. This passage, for instance, is free from passive voice:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">It appears Wirapol tapped into this trend. He arrived in the poor North Eastern province of Sisaket in the early 2000s, establishing a monastery on donated land in the village of Ban Yang. But according to the sub-district head, Ittipol Nontha, few local people went to his temple, because they were too poor to offer the kind of donations he expected.<\/p>\n<p style=\"text-align: right;\">\u2014 &#8220;<a href=\"http:\/\/www.bbc.com\/news\/world-asia-40678511\" target=\"_blank\" rel=\"noopener noreferrer\">Thailand monks: Wirapol Sukphol case highlights country&#8217;s Buddhism crisis<\/a>,\u201d BBC News<\/p>\n<\/div>\n<p>6. The BBC averages 52.4 on this readability scale of 0 to 100. This passage hits 64.5 on the Flesch scale:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Luis wakes up every morning in a rickety wooden shack and spends his days, like the doctor, injecting other users. The fee is one dollar or one sixth of a heroin shot, and most people pay in heroin. Every six injections Luis can do a hit of his own. For 22 months he was clean, until his wife had a heart attack in the bath and drowned.<\/p>\n<p style=\"text-align: right;\">\u2014 &#8220;<a href=\"http:\/\/www.bbc.com\/news\/world-us-canada-40637288\" target=\"_blank\" rel=\"noopener noreferrer\">As an open-air heroin camp is closed, options narrow<\/a>,\u201d BBC News<\/p>\n<\/div>\n<p>7. The world news organization weighs in at 10.63. C\u2019mon. You can do better. This passage, for instance, hits 6.4 on the Flesch-Kincaid scale:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">In the past, your salary was published in a book. A list of everyone&#8217;s income, assets and the tax they had paid, could be found on a shelf in the public library. These days, the information is online, just a few keystrokes away.<\/p>\n<p style=\"text-align: right;\">\u2014 \u201c<a href=\"http:\/\/www.bbc.com\/news\/magazine-40669239\" target=\"_blank\" rel=\"noopener noreferrer\">Norway: The country where no salaries are secret<\/a>,\u201d BBC News<\/p>\n<\/div>\n<h3>Benchmark readability<\/h3>\n<p>Benchmarking your copy\u2019s readability can help you:<\/p>\n<ul>\n<li><strong>Convince approvers<\/strong> that \u2014 yes, even in your business \u2014 high readability is essential and achievable.<\/li>\n<li><strong>Set, measure and report standards<\/strong> for readable writing within your writing group.<\/li>\n<li><strong>Improve readability<\/strong> for your own copy.<\/li>\n<\/ul>\n<p>What are you waiting for? Benchmark readability in business media, industry journals, your company communications \u2014 maybe even your competitors\u2019.<\/p>\n<p>Then, no matter how serious the material, aim for standards that will help you get the word out to the most people.<\/p>\n<p>Just like the BBC does.<\/p>\n<div id='MMC-Clear' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-81\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Reach more readers with tight writing<\/h3>\r\n\t\r\n<p>Would your piece be twice as good if it were half as long? Yes, say readability experts.<\/p>\r\n\t\r\n<p>So how long should your message be? Your paragraphs? Your sentences? Your words? What reading ease level should you hit?<\/p>\r\n\t\r\n<p>Learn how to write clearer, more concise messages at our <a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><strong>clear-writing course<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>How does your news measure up?  <\/p>\n","protected":false},"author":6,"featured_media":25473,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[274],"tags":[96,37],"class_list":{"0":"post-15770","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-readability","8":"tag-readability","9":"tag-statistics","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Benchmark readability against the BBC<\/title>\n<meta name=\"description\" content=\"News for you: The BBC makes the most serious news easy to understand with highly readable copy. 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