After spending most of a 70-year-long life working in mass communications, the author wishes to convey some of what he has learned as a newspaper reporter and editor, magazine publisher, radio talk show host and local TV news host. The format of this book is 100 chapters each consisting of 100 words. It is part biography and part advice guide.

The advice ranges from what kind of shoes to wear to how to maintain working relationship with government officials. Tips on interviewing, warnings about the pitfalls of working in the press, and the different kind of editors one encounters are among the other topics discussed.

Written with love of the field, the book strikes a balance between humor and pragmatic criticism of the media.