I found this fascinating. It sounds like great advice to me. Here is one interesting example: 

Don’t just write for your editor. … In particular, your editor will often want something “new.” That is to say, they will want something that they, a highly educated hyper-consumer of news products, hasn’t seen before. … Sometimes, your editor will say that your outlet, or some other outlet, ran that story last June. But your reader likely did not read that story, and if they did read it, they don’t remember it.