Nielsen, who predicts the end of traditional media, has also written about writing for the web and the need for media to use different ways of presenting information online. In a study with John Morkes, Nielsen found that readers respond to concise, objective, scannable text. One of Nielsen's main points is that people scan web pages rather than reading the text word by word. Inverted pyramid style writing Nielsen's findings on how people read on the web and his corresponding suggestions for writing on the web are only the tip of the iceberg. Online journalism is still an infant media, and nobody knows exactly what format online newspapers should take.
Media companies are in the process of trying new things and seeing what works.
Some people believe that an advantage to online journalism is that writers on the Web can go deeper into topics than their print counterparts. In an Online Journalism Symposium at the University of Texas, Janine Warner from the Miami Herald expressed this view. You can give them searchable databases, you can give them history, you can give them perspective, you can link to other sites that have information you couldn't produce. That's where you can surpass and go beyond and that to me is a lot of new storytelling. However, this type of storytelling has not been commercially successful, Howard Witt of the Chicago Tribune said at the same symposium.