The following articles in the Australian and in the SMH focus on the Russian Prime Minister who seen shooting darts at whales on Kamchatka Peninsula. Both stories are very similar in terms of their content however they are slightly different in their on-line layout.
First of all both of the papers use the headlines that will be good for Search Engine Optimisation: “Macho man Putin wields crossbow to shoot darts at whale” (the Australian) and “Putin fires darts at whale from crossbow” (The SMH). Words like Putin and whales will be ideal for the search on this particular topic.
The Australian (on the left) is more creative with its heading, calling Putin – Macho man. The heading is followed by a close-up shot of Putin on a boat in the middle of the sea holding a crossbow. This picture is not of the best quality but we get to see the Prime Minister really close. The picture is also cut, so we do not see other people on the boat, which makes the article more Putin-oriented.
The Australian also offers to click on the left-hand side offer to browse through the gallery that features “Action Man Vladimir Putin. This is a small side bar that does not distract attention from the article, however it offers us to look at more resources. Moreover The Australian gives us the option of recommending the article to your friends on Facebook by one simple click.
Unlike the Australian the SMH (on the right) gives a short video of Vladimir Putin on a boat right after the heading. Then there’s another picture in the body, which is a general shot of the whole crew with Vladimir Putin on the boat. It’s a good idea to break up the article by giving different visual aids: a video and a picture. However there is not a big chance that people who are browsing news from work will actually watch the video. There’s an option to share the article on Facebook, but you have to search for it, so it’s not that straightforward.
http://www.smh.com.au/environment/whale-watch/putin-fires-darts-at-whale-from-crossbow-20100826-13skl.html?autostart=1
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