An equal balance of both. Promos should lead to matches. Matches should lead to promos.
A mixture of both but the promo has to be leading to something, further the storyplot, and be entertaining. I enjoy when a promo ends with a little action kind of like what happen on raw this week between the Wyatt's and Kane. Another thing wwe might want to consider is if the promo makes where they are going in their storyplots a little to obvious, we seen that on raw too, they made it kind of obvious Roman was going to win, people like to be kept guessing.
I cant really gove you an answer,but what I can give you is a way to a solution, that is you have to find the anglde that you relate to or peaks your interest. A good paper is one that people get drawn into because it reaches them ln some way.As for me WW11 to me, I think of the holocaust and the effect it had on the survivors, their families and those who stood by and did nothing until it was too late.