For example, plot and character development are essential to good fiction, while use of ethos and pathos over logos characterize advertising. Good writers must also structure their writing, organizing material logically in order to present content in the most comprehensible way and thus facilitate the reader's understanding. A writer's style is unique to him or herself, but will incorporate the accepted conventions of 'good' writing for the particular genre. While these conventions vary depending on the purpose and intended audience, grammatical and linguistic traditions should be followed by a good writer. Finally, the intended audience affects purpose, content, organization and style.
Good writers tailor their writing to their audience.
The same piece written for Wired and Time magazines, for example, should be presented differently. Although the answer is complicated by the unique and still developing nature of cyberspace, an application of the standards established above makes a good starting point. Just as IRL writers compose with clear and specific purposes in mind, so should they in cyberspace. This makes purpose a doubly important criterion. To write well on the Web, a writer should have a clear purpose that is demonstrably fulfilled.