Rules of the Trades
When I was working as editor for purple SKY magazine, I oversaw all the reviews (CDs, DVDs and live reports) submitted for publication. Many of these early draft submissions started from the same misinformed place in that hey insisted on informing the reader what they would or would not enjoy with language like, “you’ll love it” or “fans of BLANK, will like it.”
I was reading Roger Ebert’s Blog and he did a great piece on the rules that should govern critics, the very first (and only one really relevant to my point) of which is, “Advise (not Inform) the Reader.”
From his entry
No, we must tell the readers what we ourselves love or hate. If we work for employers who think we should “like more movies like ordinary people like,” we should make a donation in his name to the Anti-Cruelty Society.