"CONTENT IS KING"

THE SAME...BUT DIFFERENT

Todays marketplace is driven by e-commerce and the capabilities of online communication. The associated demand for constantly superseded technology has inturn opened up opportunities for those publishing and 'trading' online. In short, we now live, trade and communicate in an online world and this is good for journalists, especially those who are willing to learn the techniques that will open up doors to the world of online publishing. But what exactly should online journalists become proficient at and focus on?

Suzanne Levinson believes that "content will always be king", regardless of whether the discussion centres on online or print journalism. The trump card that online publishing has over print, however, are the multitude of design and format options that can be used to present the content. All elements should be used to inform as well as to engage and hold the reader's attention. Links to in-depth content, related topics and personal opinions from other readers can all be used to supplement the article itself. But despite all these options the dichtomy that exists is that there are still boundaries in existence for online journalism. Where as print journalists are confined by space and the finality of print, online journalists have to overcome boundaries of competing elements, navigation simplicity and selective attention. Levinson explains that bells and whistles are all good and well but in the end the content must engage the reader, guide them through via clear heirarchy and be easy to navigate. Direct headlines, key words and clear concise writing are still a must. Finding a balance, and perhaps knowing what elements to leave out, is the challenge of journalism in the 21st century.