Everyone's rushed in today's electronic culture. Convenience is measured in kilobytes per second. A reader's attention hangs on the click of a mouse. Online, no one takes the time to read anymore. The e-reader is on the run and your message must keep up.

This article examines what the e-reader wants and offers some suggestions for providing it.

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Characteristics of the e-Reader

Topic Directed
In most cases, the e-reader is looking for something specific and uses a search engine to find it. Browsing is limited to the titles delivered by the search. And, after a quick look, if a topic isn't found, the document is discarded.

In a Hurry
Once a topic is selected, the e-reader often skims what is there. Only the part that meets the reader's need is read in detail. The rest is usually ignored.

Wants It Now
You can't count on the e-reader to 'put it down' and come back later. Few readers bookmark a page. Even fewer come back after they do. In most cases, the e-reader gets it all in one shot or not at all.

Cramped for Space
More and more e-readers are accessing documents using cellphones, PDA's and other wireless devices. As these applications become widespread, brevity is becoming more critical.

How Do You Serve the e-Reader?

The meat and potatoes approach doesn't work online. Here are some other ideas:

"You can't count on the e-reader to 'put it down' and come back later. Few readers bookmark a page. Even fewer come back after they do. In most cases, the e-reader gets it all in one shot or not at all."

Provide an appetizer—You can start summarizing your document in the search engine listing by filling in your document's HTML Title and META Description tag. Sample

A quick synopsis of the content at the beginning of the document will confirm whether it is the right destination. Sample

Make it fast—Not every document needs to be long. Try to limit a document to a single concept or thought. If a topic is complex, link several files together (uh...would you like fries with that?).

Serve it buffet style—Sometimes a topic will have related details that can stand on their own. Putting those details in a sidebar not only allows the reader to pick and choose, it preserves the clarity of your message. Sample

Provide a version to go—A downloadable or printer-friendly file will satisfy the reader who wants a little bit now and the rest later.

More information about:

Multiple Files

Pull Quotes

Keywords

Frames

A La Carte Recipes

For Files

• Cover one concept per file.
• Link related files to provide a more complex message.
• If you use frames, provide a downloadable or printer-friendly version. (Also, provide a non-frames version that can be cataloged by search engines.)

For Headings and Text

• Create an outline with headings.
• Add more detail with bullet points and pull quotes.
• Use keywords to reinforce key concepts.
• Cover details and references in sidebars.

For Graphics

• If a picture is worth a thousand words, use it and forget the words.
• Use GIF's instead of JPG's whenever possible.

Test Your Results

Of course, the proof is in the testing, so put yourself in your reader's place:

• Read your HTML Title and META Description tag. Do they invite the reader to click for more?
• Read your title, headings, bullet points and pull quotes. Do they convey your message without the body text?
• Look at the length of your document in relation to the topic covered. Is it too little, too much or just enough?

Finally, slim down your message by deleting anything you don't need, like topic sentences that repeat headings or descriptions of graphics that are self-explanatory.

Quick Reference Guide

The next time you're serving the e-reader, think about offering a choice of courses. That way you can be sure he or she will come back for more.