Writing for the Web

We've all said it.  We've all heard other people say it.

"I'm so A-D-D."

Disregarding the technical and probably factual inaccuracies of the statement, you've got to admit it strikes a fundamental chord in more and more of us, despite the mind-numbing reiterations.  

Hyperactivity and inattention are symptoms to which we can all relate.

Maybe it's a consequence of our obsession with the Web.  Maybe it's a symptom.  Or maybe it's a cycle that perpetuates itself.  Whatever the explanation, journalists have to learn to work with it.

Why People Like Online News

People go online for their news because they want their news fast.  Even if they're not busy, they're "busy." Sure, the options for grabbing a reader's attention are more diverse and plentiful on the Web than in print or broadcast.  You can use polls, long videos, slideshows, links and more.   But don't get too confident. Keeping a reader's attention is a thousand times more difficult than getting it.  

When people read newspapers, they're usually absorbed in the act.  They're sitting in Starbucks with a cup of coffee or at the breakfast table munching on buttered toast, their eyes hypnotized by the black ink.  But not on the Web.  When people go online for news, they're simultaneously reading emails and battling an urge to check Facebook or some other social networking site for the 10th time in a day.  If you don't give them a reason to forget about Facebook, they'll forget about you.

How to Work with "the A-D-D"

How do you get someone to forget about their Facebook? Keep it short and sweet – but not too sweet.

Short: Eliminate unnecessary words and information.  My pet peeve is the word "that" used needlessly.  Correct your mistakes, like so: I think that we should go online for news that reports the things that have happened. 

Also, hit the enter/return key whenever possible.  You don't want to intimidate the reader with long, bulky paragraphs.  

Sweet: Add a bit of flavor to your style.  You've got all the necessary ingredients for a good story, but it tastes a little bland.  The reader's seen it before, so you've got to think like a salesperson:

YOU: "Hi, reader – here's an interesting and concise lede for you."  

READER: "No thanks, I'm not interested." (keeps walking)

YOU: "WAIT! What about these compelling, colorful images? Would you like some of these?"

READER: (hesitates) "Hm...looks interesting...but sorry man, I need to check my Facebook Wall."

So on and so forth, until your news is sold.  Employ all the techniques time and skill allow you to convince the reader your news is worthy of their attention.  Let them know you understand and relate to their A-D-D.  Prove you can work with it.