I am an avid news follower. I have been reading a newspaper daily since I was eight years old (really). At times, I even read two and three dailies (when I was in grad school up at Boston University, I decided I should read the <em>Wall Street Journal,</em> in addition to the <em>New York Times</em> and the <em>Boston Globe</em>. The <em>Globe</em> was not owned by the <em>Times</em> then, but I digress).  Additionally, I read lots of stuff online plus I watch the CBS and/or NBC evening news broadcasts when I can.

[caption id="" align="aligncenter" width="500"]<a title="newspaper by zoetnet, on Flickr" href="http://www.flickr.com/photos/zoetnet/4851547572/"><img title="Reading the newspaper " alt="newspaper" src="http://farm5.staticflickr.com/4122/4851547572_379416cff3.jpg" width="500" height="375" /></a> Reading the newspaper in park by Zoetnet on Flickr[/caption]
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When I read the newspaper, what I am really doing is scanning. I scan all the headlines first. If the headline is about an interesting subject, then I read the first few paragraphs (same goes for op-eds). I usually discard the sports section, but only after reading the main headline on the front page (it is important to know the results of the game, but I have no patience for the analysis of why).

I don't read long articles--never have and never will. I don't have the patience or the time.

Even though most people don't read printed newspapers, they are acting the same online: <strong>They scan. They skip long form. They only read what interests them.</strong>

Lessons here are:
<ul>
	<li>Headlines matter A LOT.</li>
	<li>Longer is not necessarily better.</li>
	<li>People will always read<em> only</em> what interests them.</li>
</ul>
<strong>In other words, keep it short and keep it interesting.</strong>