Dead-blog article tone

Before:
![screen shot 2014-10-09 at 12 40 56](https://cloud.githubusercontent.com/assets/813383/4575578/3a3d6af8-4fa9-11e4-9ac3-6b1f17b41e66.png)

After:
![screen shot 2014-10-09 at 12 40 38](https://cloud.githubusercontent.com/assets/813383/4575586/41ef7624-4fa9-11e4-9769-d7ab290d0e7e.png)

Before (football):
![screen shot 2014-10-09 at 12 40 21](https://cloud.githubusercontent.com/assets/813383/4575588/463262a0-4fa9-11e4-8ae5-154e97ae8bbe.png)

After (football):
![screen shot 2014-10-09 at 12 39 54](https://cloud.githubusercontent.com/assets/813383/4575593/49df4a08-4fa9-11e4-8539-623ebc74636a.png)