Joe B. had a revelation about 20 years ago -- a Wall Street Journal story made actual sense. After growing up thinking the newspaper was too technical and too dry, he realized that it actually told the story well of modern commerce. It's not always exciting, but informs company owners and investors about the bottom line -- what companies are making money and why, what companies are losing money and why and what forces are influencing future activity. Once this formula was figured out, Joe B. used it in his finance and business writing. He's worked in the newspaper industry for about 20 years, including 10 years writing a variety of topics including business and finance. He's created long-form stories looking closely at local companies, and features about how local companies are responding to national trends. Readers of these types of stories want interesting news but they also want to justify taking valuable time to read this article help their business.