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News stories on television have the impact of motion and sound but are usually limited in duration, and therefore depth. Radio has the storytelling and music advantages of audio but is also usually limited in duration and depth. Unlike TV, however, radio travels well and does not consume precious eye time. Print has the benefit of more space, more depth, and mobility. The Web has some of the advantages of all three offline media, but it has other limitations.

One limitation is with how people read online. Many people skim Web pages instead of reading them closely. If something is not interesting, people hit the Back button pretty quickly. Draw people in by using a CLEAR FIRST READ (I3) that sets and unifies the visual and writing style for the article, and by using an INVERSE-PYRAMID WRITING STYLE (D7) that gives them the most important information first.


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