EditorReviewz.com
September 02, 2010
Book Review: Audience, Relevance, and Search
By Wayne Hurlbert
"Writing for the web is fundamentally different than writing for other media, such as print". write internet writing and marketing experts James Mathewson, Frank Donatone, and Cynthia Fishel in their practical and results oriented book Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content. The authors describe how online audiences approach and read content differently online than they do with print media. The book guides the reader through the process of writing effectively online, even if a person is an accomplished writer for offline media.

James Mathewson, Frank Donatone, and Cynthia Fishel recognize that good writing habits are universal to both the online and offline media. What the authors focus on is how an online media content is different from print media. Instead of delving into the area of what to write, and the nuts and bolts of quality writing, the book emphasizes the differences in how writers engage readers online from their experience with print media. To develop their ideas about online writing differences, the authors begin with an analysis of the basics of print media writing and engagement. They describe the evolution of copywriting as content has moved from print to the online media. The book highlights how writing and reader engagement has changed in parallel to the online migration of content.

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