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What is the difference between edgy and objectionable?

Clark Hoyt posed that question in his Sunday New York Times column about a shopping columnist who took random and snarky potshots at J.C. Penney and its customers.

It's a question that every journalist deals with sooner or later. (And then, they have to make the case to their editor.) You have a good, sarcastic idea and an easy subject and boom, you've written what you think is a clever, maybe even funny, barb directed at someone. You like it. Other writers in the cube like it. You're feeling cutting edge and insightful at the same time.

Sometimes, if you're particularly talented, it goes fine. More often it falls flat and, worse, is mean-spirited and inappropriate.  

When we err -- and we do -- I've heard variations of three rationales: "I was just having some fun," "I was trying not to be boring," and "Everyone I know talks like this." Wrong, wrong and wrong.

Bill Keller, NYT editor, says, "The key, I guess, is to imagine that you are writing for an audience with a broad range of views and experiences, and to write with respect for them."

Me, I say, imagine someone is writing this about you, personally. Is it funny and insightful then? If so, maybe we'll publish it. If not, start over.

Update: See what I mean?