by Jeffrey A Fuller

Created on: July 17, 2010

We hear comments in the halls of schools, on the streets, and in the media about how the Internet contributes to the decline in human creativity. The problem with this theory is that it’s too general and without credible evidence. I agree that too much reliance on Internet content can lead to a lack of interest in creativity for some people, but those same people were probably never much interested in creativity to begin with. However, providing content for the Internet is far different from using the Internet. In order to engage the average computer user/internet surfer—whether interested in creativity or not—content providers must employ producers with creative abilities much above average.

The main reason online publishers rely on the creative abilities of their writers is because they must attract users in order to sell advertising space. Advertisers invest in Internet space based on the number of hits a site receives. The greater number of hits a site receives the greater chances an advertiser has of getting their products noticed and therefore the more they are willing to buy space. It is solely left up to writers to create a sense of value in a site for which both Internet users and advertisers can benefit. An Internet site without either is not much of an Internet site, and will not be online for very long.

Generating value in an Internet site definitely requires a creative approach in order to satisfy the desire for content that’s quick, easy, relevant and pleasing all at the same time. Readers of Internet content don’t want to spend a lot of time reading through unnecessary anecdotes and dialogues just to satisfy their curiosity about ideas or news events. They prefer to cut right to the chase, get what they need, and move on to something else. Internet Writers must have the ability to meet all of these requirements in single piece of writing, and do so effectively by digging deep into their creative inventory and producing content that appeals to what the audience demands.

Ask any successful Internet writer and they will agree that writing for an Internet audience does not inhibit their creativity, it strengthens it. Internet writing offers writers an opportunity to broaden their writing skills in a market that is forever growing. Writers can also further diversify their income base and challenge their abilities in the effort to appeal to an emerging paradigm of new readership.

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