KNOW YOUR AUDIENCE
Write and edit with online readers' needs and habits
in mind. Web usability studies show that readers tend
to skim over sites rather than read them intently.
They also tend to be more proactive than
print readers or TV viewers, hunting for
information rather than passively taking in
what you present to them.
Think about your target audience.
Because your readers are getting their news
online, chances are they are more
interested in Internet-related stories than TV
viewers or newspaper readers, so it may make sense
to put greater emphasis on such stories. Also, your
site potentially has a global reach, so consider
whether you want to make it understandable
to a local, national or international
audience, and write and edit with that in