Newspapers are dead, according to common belief in 2015. (Just don’t tell that to the people who drop off the St. Louis Post-Dispatch, Wall Street Journal and New York Times at my house each morning.)
Certainly the transition to online communication from ink on paper is continuing full steam ahead (full lithium battery ahead?) and is revealing that some purveyors of online content don’t know when to stop.
A key component of a successful newspaper, for at least the last century, has been the columnist who shares opinion and information with a personal writing style. Newspapers have traditionally limited the amount of space on the page a column may occupy. Tight editing allows more space for ads and other content.
In an online context, however, a writer has an almost infinite amount of space to spew his or her thoughts. If you consume a large amount on online content, you have certainly encountered articles that run too long. You may have slogged on to the end and breathed a sigh of relief when you got there.
You have also read articles that kept your undivided attention from start to finish and, occasionally, left you wanting more.
Though the initial reason for limiting newspaper columnists may have been conservation of valuable space on the page, writers and editors have learned over the years that there are optimum lengths for columns that ensure reader engagement. These may vary from paper to paper and section to section, but a good columnist will develop the ability to compose her or his content within established parameters.
How can these old newspaper methods apply to today’s new communicators? These “new dogs” can read columnists from today’s major papers and take note of their “old tricks.” Practice self-editing. Check for redundancies. Read your prior posts and consider how you might have made them tighter. Ask your readers and associates for candid feedback.
If it takes too long to read through the piece you have written and posted, your reader may check out halfway through and move on the next article on his/her agenda. Know when to say when.