Web editors expect a lot from writers, and they get it

Publishing on the Web is different from print in many ways, including the demands that editors place on writers. Instead of a lengthy feature, they want many short takes. And they want them right away.

Writers who’ve grown accustomed to print deadlines, even if they’re for a daily publication, may need to adjust their internal clocks when they write for the Web.

“You always need to feed the beast,” says Chris Lindquist, online editorial director for CIO.com, who manages an online staff and also buys stories from freelancers.

In a Webinar sponsored by ASBPE (the American Society of Business Publication Editors), Lindquist said his freelance budget has grown but he demands more copy per assignment than in the past.

He favors writers who know their subject and deliver accurate, on-target stories, minus typos, with breathtaking speed—headline included. “Google-friendly headlines and leads are key,” he says. Sought-after writers are those who correctly anticipate what readers will type into their search engines and make sure their copy contains those words.

How do freelancers compete in this demanding market? “You learn to multi-task,” says Atlanta-based freelancer Matt Bolch, who writes news and features for the Web as well as print publications. “And you stay on topic and on deadline.”

Even bigger challenges lie ahead. As Web metrics improve, editors are tracking stories and writers by reader appeal. “In a week,” says CIO’s Linquist, “I know if a story is doing well.”