Corrections

Why this page exists: a publication that handles facts is going to get a fact wrong eventually. When that happens here, the correction is published. The original text, the corrected text, the date, and the source that triggered the change are all on this page. The point is not to be impressive; it is to be reachable when something is wrong.

What gets corrected, and how

Two severities, two responses:

• Typo or formatting error. Silently fixed in place. No log entry. A misspelled word, a broken link, a missing space, a stray punctuation mark.
• Material correction. Logged on this page. A “material” correction is anything that changes a number, a name, a date, an attribution, a claim of fact, or the conclusion a reader would draw from the piece. The entry includes: the date of the correction, the issue and section corrected, the original text, the corrected text, and the primary source that triggered the change.

When a material correction overturns a statistic that has been used in any active outreach email or social post, the publication's production pipeline flags those assets for revision and they are not sent again until the copy reflects the correction. That rule is part of the publication's governance and is documented in the masthead.

How to send a correction

Email [email protected] with the subject line “Correction”. Include a link to the piece, the sentence in question, and the primary source you would like the editor to read. Replies usually arrive inside one business day. The editor reads every one.

The log

Corrected 2026-05-28

Piece: “How instant lead response changes the math on every paid ad” (Long Read).

Section: the headline statistic for how far the odds of qualifying a web-form lead fall when first contact slips from 5 minutes to 30 minutes.

Original text: “the odds of qualifying a web-form lead drop by roughly a factor of six.”

Corrected text: “the odds of qualifying a web-form lead drop about 21 times.”

Source that triggered the change: the Lead Response Management Study led by Prof. James Oldroyd (MIT), which examined roughly 15,000 leads and over 100,000 call attempts and found the odds of qualifying drop about 21 times (and the odds of making contact drop about 100 times) between a 5-minute and a 30-minute first contact. The earlier “factor of six” understated the effect, and the attribution was tightened from a general HBR reference to the underlying study HBR summarized.

That was the only material correction so far. The reader is welcome to flag anything else that should cross the threshold.