Capturing and keeping online audiences

Technique	Definition	Effect on audience/reason for use
High image to text ratio	Using layouts that are dominated by imagery	Deployed on landing pages to make webzines look visually exciting and to minimise reading time
Lede intro	The first paragraph of a news story that usually gives a summary of the whole story	Provides the who, what, where and when of a story – creates an active feel
White space	Space used to layout text in order to make it look inviting on screen	Makes reading text on screen easier by chunking text
Teaser headlines	A headline that uses a question	Acts as clickbait, driving audiences to view additional text to find answers to the question posed
List article	An article structured using a listed narrative. Examples might include: ‘The Top Ten Bollywood Films of 2017’ or ‘Seven LGBT Characters who Changed TV Forever’	A type of article that can be scan read – ideal for web layouts where long read articles are off-putting
Emotive language	Using verbs and descriptors that have strong connotations	Helps stories create an emotional response through language
Foregrounded advertising	Placing adverts or sponsored content in prominent places so audiences will notice them quickly	Helps webzines sell advertising space by placing ad material in prominent positions
Wraparound advertising	Adverts that feature in the side columns of web pages	Increases advert visibility and allows webzines to monetise dead spaces on web pages
Sponsored content/advertorials	News articles that promote a service or product and are paid for by advertisers	Generates more impact than conventional advertising – tries to make ads look like a news story with journalistic integrity
Light editorial mix	An editorial mix refers to the range of stories in a magazine or webzine – editors spend lots of time making sure their EM is appropriate for their target audience	A range of stories that usually feature entertainment, fashion and culture based content to create an escapist feel
Salacious content	Stories concerned with gossip or scandal	Gossip or scandalous content appeals to the voyeuristic instincts of audiences
Syndicated content	Pooled story content shared by media producers from around the world	Helps media producers create global stories without having to station lots of reporters in different countries
Star power	Stories that use celebrity content to gain interest	Creates an aspirational dynamic – celebrity content also creates escapism
Backgrounded content	Placing essential institutional information (contact details, dates, terms and conditions) in less prominent positions	Helps create audience engagement quickly by making less important information less visible
Tagged content	Grouping stories under searchable titles	Helps readers search for content on webzines or social media
Search engine optimisation	The process of making sure that webzine pages achieve high search engine rankings – usually achieved through careful use of keywords	Helps webzines attract new readers – high search engine rankings also give websites authority and helps them sell advertising space
Social media optimisation	The process of making sure content stands out on Twitter, Instagram and Facebook user feeds – SMO requires carefully applied language and imagery to create audience engagement and to develop the brand identity of a product	Makes sure content has visibility on Twitter, Instagram and Facebook user feeds

Hint1: Lorem ipsum dolor sit amet, consectetur adipisicing elit. Modi est praesentium earum exercitationem, accusantium molestiae asperiores reiciendis aliquam doloribus, delectus, cumque odio omnis rem, aliquid et. Quisquam eius, incidunt ab.