The importance of technique in the interview is stressed by the author. He starts out by describing some of the classical kinds of interviews, then goes on to discuss qualities that characterize a good interview: demonstrating enthusiasm, deciding the angle, conserving time, and drawing on insight and experience. Also discussed are possible problems involving tact, note taking, photographs, and confirmation and approval.

Trade journal writers should remember that behind the story of sales promotions, new processes, short cuts, and industrial developments of all kinds there are people for whom the new development is exciting, challenging, and filled with crisis. Trade articles that include such human interest are more appealing to the readers without distorting the factual information the articles must convey.