Reading in a browser is different than from paper
Writing text for online reading is different than composing an article for a printed magazine. One assumption is that visitors are jumpier than readers. Subtitles, shorter sentences and paragraphs are key-elements in formatting online text to best effect.
The visitors interest needs to be captured before clicking on the next link. This is comparable to newspapers, where many pieces of information compete against each other on the same page.
Online content is printed on a crispy, blank page. There simply is no competition. The same text which was effective on the screen might look very bland printed. The short content, tuned to convey a message by starting every line with the perfect keyword, might look very lost when printed on a sheet of paper using the whole page-width.
Better to have no information than one that is out of context
Web-pages are not structured sequentially unlike a book. The whole point of a web-site is to enrich it with links, connecting it to information that the visitor might find useful. Web-sites tend to tear information into chunks or create many entry-pages, leading...
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