A Philosophy on Writing for the Web

"The Web demands a more interactive style of writing— tighter, less like market-ese, more scannable," says Southgate.

"Sound editorial principles can't be replaced by fads and guesswork. In the age of real-time marketing, targeted, brand appropriate content and campaigns can be delivered to the right consumer at the right time. It's the ultimate placement strategy. With Web-based measurement tools, you can know up to the minute if your content is effective, making adjustments accordingly."