Be Succinct! (Writing for the Web)
http://www.useit.com/alertbox/9703b.html

Nielsen, Jakob
Alertbox
1997

Abstract:

The three main guidelines for writing for the Web are: be succinct: write no more than 50% of the text you would have used in a hardcopy publication; write for scannability: don't require users to read long continuous blocks of text; use hypertext to split up long information into multiple pages.