2.      The other noticeable thing is the Image of the article, which is very small with low quality in the news page whereas it has very good quality with high resolution and big image size on the web page.

3.      On the news page the whole article is distributed into three columns so there is no constant flow of thoughts, where as on the web page the whole text of article goes in one direction. The paragraphs follow one after another on a linear way. So it’s very helpful for readers.

4.      On the news page the text size and the leading in the article is small in compare to web page so it’s less stressful for readers to read article on web page.

5.      The sentences used in news paper seem to long with big paragraphs. But on the web page the sentences are short with single idea per paragraph.

6.      In the news paper the text goes straight way with only headings which is called as headlines but in web pages there are different formatting for text such as bullets, hypertexts, hyper links ect. These things make the text more attractive.

7.      Web writing becomes more interactive than news paper. Because on web page you can find interactive advertisements and hyper links in supplement to the main article. Where as in case of news paper the interactivity is not found. So it becomes bit boring.

8.      The web pages have good feature of hyperlinks so one can visit number of web pages at the same time in reference to main text article. On the other hand you can read a single page at a time.

The reference news article for this article si found in “The Age” news paper.

The url of the article is given below :

People are less likely to read on web pages word by word, but instead they picking out individual words and sentences. On average web page users read only 20% to 28% of words during visits. Studies have shown that most of the people just scan the text not actual read. So the text of web page should have the following characteristics:

· highlighted keywords

· meaningful sub-headings

· bulleted lists

· one idea per paragraph

· the inverted pyramid style, starting with the conclusion

· half the word count than conventional writing

Including these there are main three guidelines for writing for the Web are as follows :

Short Texts

Reading from computer screens is about 25% slower than reading from paper. The common problem which all people face during online reading is eye straining. So they feel unpleasant when reading online. As a result, people don’t want to read a lot of text from computer screens: you should write 50% less text as it’s not only a matter of reading speed but also a matter of feeling good. Web pages should be kept short because most of the people even don’t like to scroll.

Harald Weinreich had survey of dataset detailing 59,573 page views. From this data, I removed the following records:

• 10,163 page views (17%) that lasted less than 4 seconds. In such brief “visits,” users clearly bounced right out without truly “using” the page.
• 2,615 page views (4%) that lasted more than 10 minutes. In these cases, users almost certainly left the browser open while doing something else.

• 1,558 page views (3%) with fewer than 20 words on them. Such pages are probably server errors or disrupted downloads.

Scannability

As stated before in the starting of the article that online reading experience is very painful as to read on screen and most of the people become impatient when reading on the web. Instead, users scan text and pick out keywords, sentences, and paragraphs of interest while skipping over those parts of the text they care less about. There are several studies acknowledged by web writers in regard of this fact and write for scannability:

• Structure articles with two or even three levels of headlines. Nested headings also facilitate access for blind users with screen readers
• Use meaningful headings (i.e., reading a heading should tell the user what the page or section is about)
• Use highlighting and emphasis to make important words catch the user’s eye. Colored text can also be used for emphasis, and hypertext anchors stand out by virtue of being blue and underlined.

Hypertext Structure

Each page can be brief and yet the full hyperspace can contain much more information than would be feasible in a printed article. Make text short by splitting the information up into multiple nodes connected by hypertext links. Long and detailed background information can be relegated to secondary pages; similarly, information of interest to a minority of readers can be made available through a hyperlink. the hypertext structure should be based on an audience analysis. Each hypertext page should be written according to the “inverse pyramid” principle and start with short conclusion.

Our recent eye tracking studies shown the brief findings of how people tend to read on web including above three main principles. Eye tracking visualizations show that users often read Web pages in an F-shaped pattern: two horizontal stripes followed by a vertical stripe. F for fast. That’s how users read your precious content. In a few seconds, their eyes move at amazing speeds across your website’s words. This dominant reading pattern looks somewhat like an F and has the following three components:

• Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F’s top bar.
• Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F’s lower bar.
• Finally, users scan the content’s left side in a vertical movement. Sometimes this is a fairly slow and systematic scan that appears as a solid stripe on an eye tracking heat map. Other times users move faster, creating a spottier heat map. This last element forms the F’s stem.

The F pattern’s implications for Web design are clear and show the importance of following the guidelines for writing for the Web.

• Users won’t read your text thoroughly in a word-by-word manner. Exhaustive reading is rare, especially when prospective customers are conducting their initial research to compile a shortlist of vendors.
• The first two paragraphs must state the most important information. There’s some hope that users will actually read this material, though they’ll probably read more of the first paragraph than the second.
• Start subheads, paragraphs, and bullet points with information-carrying words that users will notice when scanning down the left side of your content in the final stem of their F-behavior. They’ll read the third word on a line much less often than the first two words.

• Share your knowledge
• Don’t vet your posts for anything further than errors and readability
• Consistency
• Read and Comment on great blogs
• Remember the Long Tail
• Be controversial, but not rude

Business blogs provide your small business with a chance to share your knowledge with a larger audience. Blog software is easy to use. Simply write your thoughts, link to resources, and publish to your blog, all at the push of a few buttons. Blog software companies such as TypePad or Blogger.com offer easy blogging tools to get started. Updating the weblog is a faster process than contacting a web designer with changes or doing the coding and uploading yourself. Like e-mail, blogs are practical tools for everyday business. There are abuses of both (spam) but blogs are one more tool that give the small business operator a real competitive advantage.

The web blogging has following features which are better to say as advantages of blogging. These are well described by Luis Suarez who is Social Computing Evangelist at IBM. They are listed below :

1. Search Engine Marketing.
2. Direct Communications.
3. Brand Building.
4. Competitive Differentiation.
5. Relational Marketing.
6. Exploit the Niches.
7. Media & Public Relations.
8. Position You as an Expert.
9. Reputation Management.
10. Low cost.

Now let us have a look each of these in detail.

• Search Engine Marketing : Blogs offers availability of many search engines, like Yahoo! and Google. High rankings on search engines can be achieved by a well-written, routinely updated, keyword-oriented. Search engine marketing is hot. The search market has become the Holy Grail of Internet advertising and continues to grow faster than our expectations. Bancorp Piper Jaffray, estimated that the cost per lead was $0.29 for search, $0.50 for e-mail, $1.18 for the yellow pages, $2.00 for banner ads, and $9.94 for direct mail.
•  Direct Communications : Blogs provide a way for you to speak directly, openly and honestly with your customer. Blogging provides several communication benefits. As indicated by Business Weeks Olga Kharif in “Blogging for business” Dallas maverick owner Mark cuban sees blogging as a time saver instead of providing many interviews bloggong gets his message out to many people at once
• Brand Building : Blogs provide good stage on which you can promote your brand or company.
•  Competitive Differentiation : Blogs has good feature of editing. So you can keep on adding whatever you want to your blog. Which set you apart from the competition.
•  Relational Marketing : Blogs allow you to build personal, long-lasting relationships with your customers that foster trust. It provides an opportunity to connect with a wider audience and build a community is a strong benefit for consultants and knowledge workers.
•  Exploit the Niches : Blogs help you fill your particular industry niche.
• Media & Public Relations : Blogs provide good public relation tools. By this media calls you not your competition.
•  Position You as an Expert : Blogs enable you to articulate your viewpoints, knowledge and expertise on matters pertaining to your industry.
•  Reputation Management : Blogs help you manage your online reputation.
• Low cost : Blogging is a low-cost alternative to having a web presence. For small business owners without the time to learn web html or the money to hire a designer/developer, blogging offers an inexpensive method to get your company’s name out on the Internet. Thus, Blogs are inexpensive to set up, operate and maintainence.

     Let us have a look on the main feature of the WordPress in a brief.

1) WordPress has full user registration system which allow to retain profiles and save changes. It also has feature to post comments and even hide unauthenticated posts.

2) WordPress has ability to provide instant changes which is made by users to their themes, profiles, posts ect. so making amendments are very easy and quicker than ever.

3) WordPress has full compliance standards which means the code which is generated by worpress has full compliance standard with W3C.

4) wordPress has huge range for designing the blogs. It has number of themes or templates which can provide good out look and provide professional impression to your blog.

5) It has good  inbuilt links which allows you to maintain and update any blogs in your account.

6) As stated before wordpress supports both trackback and pingback very well which help the users for cross communication.

7) It has good spam protection with an integrated blacklist and open proxy checker to manage and eliminate  spam on your blog.

8) WordPress allows the users to provide password to their posts to hide them from public and has good private post option.

9) WordPress as a software is very easy to download. The upgradation is also very easy.

10 )WordPress has importers for Movable Type, Textpattern, Greymatter, Blogger, and b2.

11) It supports an extended version of the blogger API, MetaWeblog API,  the MovableType API. Users can also use clients designs.

12) WordPress uses the texturize engine to intelligently convert plain ASCII into typographically correct XHTML entities. This includes quotes, apostrophes, ellipses, em and en dashes, multiplication symbols, and ampersands.

13) WordPress has an intelligent text formatting which avoids places where you already have breaks and block-level HTML tags. So thus it avoides unnecessary line break tags.

14) WordPress has an advanced multi user systems with 10 levels which gives benefit of publishing, editing ect.

15) It has good feature of Cross-browser bookmarklets. which makes publishing  your blog or adding links to your blogroll very easily.

16) WordPress supports pinging, which allows maximum exposure to user’s blog to search engines.

17) WordPress has good  facilities to upload  images or vedio clips to your blogs. It takes very short period of time to upload and its very easy.