"Yahoo intends this guide to be used by anyone writing for the Web, and much advice is geared more toward marketing than journalism. So, should reporters and editors be turned off by guidelines designed to get people to read your promotional e-mail, or tips on how to get your headlines picked up by search engines?

This is a question dogging newsrooms everywhere, particularly when reporters are judged by page-view metrics, when their jobs consist increasingly of ensuring their stories are touted on Twitter and Facebook, linked to by influential bloggers, and otherwise marketed beyond whatever traffic comes off the home page. And that, in fact, is what makes this guide so interesting. Yahoo, without apology or complaint, embraces the view that online writers and editors are responsible for building and curating their audiences. At the same time, it asserts the need for editorial standards that will 'inspire trust in this new medium' "