This is maybe the most true of the possibilities. No matter how gripping or exciting or involving they are to read, they don't make good films in their original format. I use this example to illustrate a simple point.
Writing needs to be media specific.
It is a common misconception that written content on the web should be no more than slightly modified print copy. This is a colossal mistake. Web content needs to be concise, broken into short paragraphs, scannable, and, often, search engine friendly. Remember, there are millions of other places that your reader could be looking at that very moment, and all it takes is a click to get them there. You must keep them interested and informed, and you must never, never bore them.