Business Week's Column Brings National Prominence to Disability Issues

by Joan Leotta

Whether it's a motion-activated automatic door, a screen-reading computer program, or voice recognition software, the technologies of the modern age greet us at every turn. Assistive technologies for people with disabilities have had a tremendous impact on the economy, not only by acting as a proving ground for mainstream devices such as these but also by opening job opportunities for people with disabilities. Recognizing the impact these devices have had in the marketplace, Business Week magazine's online companion, BusinessWeek.com, began featuring articles on assistive technology in October of 1998. High-profile interviews, awards, and a sizable Web audience followed.

John Williams, a freelance writer whose resume included articles in both disability and mainstream publications, approached Business Week editor Doug Harbrecht in January, 1998 after a speech Harbrecht gave in Washington, DC while he was President of the National Press Club. "I always knew I could do [an assistive technology column] if someone gave me the chance," says Williams. "I thought I would try to sell the idea to Business Week because it seemed like something they might want to do."

Williams says, "My interest in assistive technology started when I was working for the American Coalition for Citizens with Disabilities in the late 1970s." While working there Williams heard of a computer course at George Washington University to help control stuttering, a condition he has had all of his life. He spent 18 months on the course and it made a major difference in my life, including "hooking" him on assistive technology. In 1981, Williams founded his own business, Assistive Technology News and in he says, coined the phrase "assistive technology."

Although it was uncharted territory for the magazine, Harbrecht agreed to experiment with a monthly column on the topic for Business Week online. (In addition to the content offered in the 1.2 million-circulation print magazine, BusinessWeek.com offers articles and news items that are updated daily.) By January 1999, Williams' Assistive Technology column was appearing on the site twice monthly. Today, it's a Wednesday feature in the Daily Digest section at BusinessWeek.com.

Says Harbrecht, "I knew nothing about the disability community but the idea seemed like a good fit with Business Week since we like to be on the cutting edge of technology."

Technology Articles with Broad Appeal

Williams' original pitch was to run articles dealing with advances in technology that can aid people with disabilities in the workplace. "I have to give Doug credit," Williams says. "He immediately saw the worth of a column aimed at the changing workhorse and the technology that will help shape it. Doug is a journalist with vision."

Harbrecht adds, "John makes this point all the time—many assistive technology products developed to help people with disabilities go on to serve the able-bodied market as well. This is especially true as baby boomers age and need aids for their diminished sight, hearing, and mobility."

The column soon outgrew its strict technology focus and now includes articles on a variety of other disability-related topics, bringing disability issues to the forefront of mainstream business news. It offers a forum for challenging the country and provides information that can affect the 54 million Americans with disabilities. "We try to be topical, versatile, independent, and critical. The independence of the column means a lot. Without it, we would not have any credibility or the following we have." notes Williams.

Early on, Harbrecht recognized the political implications possible for the column. Recently, Williams interviewed the presidential candidates on their position on the Americans with Disabilities Act. The October 25 column presented Hillary Clinton and Rick Lazio's stances on issues of importance to the disability community.

Harbrecht notes that one of the column's strengths is that Williams is not defined by any political party. "Both liberals and conservatives have praised my column," says Williams, "and I try to give a fair and open opinion on each issue."

The difficulties leading up to Williams' interview with presidential candidate George W. Bush drew attention from far and wide to Williams' Business Week column. In an open letter to Bush, Williams asked the son of the man who signed the ADA into law why he would not make time for an interview on issues relating to persons with disabilities. Before that open letter, Bush had canceled nine different appointments with Business Week. After the letter, the Bush campaign office received thousands of e-mails echoing Williams' sentiment. In June, Bush granted the interview.

Varied Audience

Although readers send in their suggestions for columns, Williams and Harbrecht make the content decisions, keeping in mind that Williams' writings now reach far beyond the disability community. Says Harbrecht, "What makes the column a success is John. He has something to say and people want to hear it. He weighs in on many topics."

"The column is read by human resource managers, companies with executives, schools, and lawyers in the field of disability," Harbrecht continues. "Everyone wants to talk to John. The column is enormously popular."

Proof of the wide popularity lies in the 35,000 hits the column receives and the volume of e-mails Williams gets each week. (BusinessWeek.com overall receives about 1.5 million unique visitors each month.) The columnist relates, "I have received e-mails from business people, advocates, parents of people with disabilities, disabled people, lawyers, teachers, government policy makers, politicians, and more." A slow e-mail week for him is about 40 messages. The most he's received on a topic was 2,500 messages in a week—in response to his open letter to Bush.

Awards

Although the popularity of Williams' writings for Business Week has led to numerous awards, requests from advertisers to run close to the column, and a special supplement for the print magazine, at present the column will stay in the online forum, produced by a separate division of Business Week.

The March supplement in Business Week's print magazine, promoting employment among persons with disabilities, was honored last month by the state of California. Williams wrote two of the issue's four feature articles. In addition, the online column won the 2000 Journalism Award from Stuttering Foundation of America, a Lifetime Achievement Award from the American Foundation of the Blind, and two Easter Seals Equality, Dignity, and Integrity awards. The National Council of Communications Disorders will be awarding Williams a Lifetime Achievement Award as well. "Although I am receiving this for a lifetime of work in the disability field," says Williams, "one of the reasons is the exposure the column has given me."

"Business Week treats me and the column with great respect," Williams continues. "I'm not a regular employee—I'm a contractor, but they treat me like a member of their family. Doug is a tough editor, and a great one. He always asks me about what he might want to change to see if I agree. He makes me feel like I am a part of the process. The column is always written from my viewpoint."

"I appreciate the chance this column has given me." says Williams. "It has been good for me and good for the magazine, a two-way street. I'm extremely grateful for the effort—it's a team effort [among me, Harbrecht, and other editors]. I work hard and they work hard. As a freelancer I do other projects but this is the one that I consider a full time job—its where I make most of my impact as a writer so I structure all of my other work around this one to make sure that I can still do a good job."

At present, the column will stay in the online version (a separate division of Business Week) although Williams has contributed to the print version.

Advertising policies are also strict at Business Week but Harbrecht notes that several advertisers have approached the magazine asking to be placed near the popular column.

While the topics are not predictable, one can be sure they will be topical and the column will continue to make its appearance every Wednesday morning. Business Week's acumen has leveled the field for persons with disabilities, bringing important issues to national attention.

Edited by Mary-Louise Piner