At a Broadway advertising agency, a proofreader’s responsibilities extend beyond copy editing. We are here to ensure that information is tracked, ads are cohesive and requirements are met.
Outside of spelling and grammar, here are four additional tasks proofreaders perform in order to monitor quality and consistency for our clients.
Gathering information
At kickoff, it is a proofreader’s task to collect all the information about a new show so that the agency can begin work as smoothly as possible and so different teams within the agency can stay on the same page. This info includes key dates, cast names, venue information and approved messaging copy, as well as design-specific information like color codes or fonts. Proofreaders also keep a record of guidelines for using key art. This is also a moment for a proofreader to think ahead, highlight any unknowns and ask questions if something important is missing.
Helping everyone “color inside the lines”
Consistency is key for establishing a clear and recognizable brand identity. As a proofreader, one of my favorite tasks is assisting teams within the agency establish and follow a set of style rules.
When work kicks off on a new show, proofreaders collaborate with the design team to identify any design guidelines or preferences they have, as well as those specified by producers. If a design starts to deviate from the set guidelines, a proofreader flags the discrepancies in order to enforce a consistent look.
This also applies to copy. Anything written for ads, social media or websites should follow the show’s established brand values and tone of voice. Your agency’s proofreading team will read copy with a critical eye, flag any wording that seems out of step with the brand and suggest a more fitting alternative.
For any given show, there will be many people at the agency who contribute their creativity — but no individual person’s contribution should stick out from the rest. It’s a proofreader’s job to make sure everyone’s work lives within the agreed-upon brand and style guidelines.
Ensuring ads meet requirements
Contractual billing, as in the cast and creative team credits, is an additional aspect proofreaders monitor. We know when billing for cast and/or creative team members needs to be included, where the billing needs to be placed (above the title or below) and how large the billing font needs to be relative to the title.
