Font changes are made in a separate .css file, and the change propagates out to all files referring to that stylesheet. At our company, copy written for brochures and print material later goes online. We usually ask the writer to repurpose the copy for the Web, or we hire a copywriter who specializes in transforming normal text into Web copy. Getting writers to condense their text is a constant battle, but we believe copy needs to be concise and above the fold. We learned everything we wanted to know about usability in the cereal aisle.
Real estate has value.
Most children's cereals reside on the bottom shelf. That placement allows children to easily grab the Coco Puffs, Fruit Loops, and Lucky Charms. The manufacturers who are willing to pay the most for shelf space get the middle shelf that falls at most adults' eye level. The cheap cereals get their own spot at the end. Cereal bars, oatmeal, grits, and other general breakfast foods are located on the same aisle.