ABSTRACT

In the early days of the web many news organisations used to take content written for print and put it online without any changes. This chapter outlines some of the best practice around web writing that has been established since news media began publishing on the web, alongside the changing context surrounding it. Online news borrows from the traditions, but because it is a medium where users are active – scrolling, clicking and zooming as they interact with the page – scannability is key to effective online journalism. A link should make sense on its own. It should be succinct, and unambiguous. The chapter covers the basic principles in writing for the web: Brevity, Adaptability, Scannability, Interactivity, and Community/Conversation. Blogging is perhaps the original online-native format: ideal for quick updates, while also well suited to in-depth analysis; used for personal reflection, but also for impersonal lists of useful links.