You'll know a bad one when you see it.

Have you ever read an electronic newsletter? If so, you probably saw a word-processed document placed online without much formatting. That's essentially what many online newsletters are these days - and their publishers force readers to scroll through screen after screen of text.

These same publishers would never force readers of their paper versions to turn page after page of gray columns. With hundreds of years of experience with the printed page, we've learned what looks good and how to entice readers. So when you see scrolling text, think of it as a typewriter-produced newsletter, and look forward to the days when online publishers apply the technology to its fullest.

Then there are those online editors who merely scan in a printed publication that - if software standards and hardware protocol are favorable - pops up on the screen. Ready to squint?

Page design vs. screen design is certainly a concern, but the first stage in effective on-screen presentation occurs when writing or outlining the content. Consider the delivery and the audience. Consider the medium.

Writing for an online audience is, of course, different from writing a magazine article, a television documentary, or an executive speech. Electronic publishing has strengths and weaknesses, and as an online reader, you expect and deserve a publisher who understands the medium. When you are the publisher, whether it's for your E-mail, electronic newsletter, or information repository, use these guidelines to force you to think about the method of delivery:

Think horizontal

Most published pages are at least slightly vertical, and most computer screens are relatively horizontal. But for some reason, people fiddling around with electronic publishing try scanning in a tabloid page and displaying it online.

It doesn't fit. Besides, reading on the screen what you could read on paper doesn't make use of the strengths of computers (as you'll read more about here in a moment).

Is the alternative long, single-spaced lines of text that are hard to read? No. Look at a few of the popular CD-ROM multimedia titles for ideas.

Write 20-line chunks

Even small computer screens can hold about 20 lines of text these days - but sometimes no more. That's still enough space to tell your story. Do you have three points to make? List them. Is there a benefit to reading the message. Say so. Is there even more exciting news? Point readers to what follows.

But don't expect readers to scroll through umpteen screens to find the useful nugget of information. They just won't take the time. Non-stop text on the screen is as unbearable as an unbroken page of gray type.

In electronic writing, more so than any other writing, you have a built-in opportunity to layer the news. Provide the summary or conclusion up front with links to more details. If you're serious about electronic publishing, learn the concepts of hypertext.

Who's reading what?

Electronic newsletters permit electronic monitoring. This is not Big Brother gone mad, but a method of counting how many times an article is read or determining how deep into the layers of information readers typically go.

Think ahead; plan what to monitor and make it an integral part of your online presentation. Use this research not just to document impressions, but to adjust your wording and presentation to communicate better.

Know what's appropriate

Not many people give up paperbacks to read novels online. But in two instances, computerists flock to online reading.

One is for quick research. Encyclopedias and other reference works on CD-ROMs are popular, and regular computer users like to point and click to get bits of knowledge.

In other instances, bytes of knowledge - lots of bytes - draw people to online publications. These computer users are looking for depth, not soundbites.

Hint: Know whether you are offering bits or bytes, and structure your online newsletter accordingly.

Promote two-way talk

And finally, let readers talk back to you. Electronic newsletters make reader feedback easy. At minimum, offer an address for E-mail. Ideally, build in an icon or button to click to send instant responses.

Readers aren't shy. When they're reading with the keyboard within reach, they ask questions and make comments. You may have response after response to scroll through.

Sheri Rosen, ABC, is senior employee communication specialist at USAA in San Antonio. You also can write her at ConsultRosen Communication, 7502 Camomile Cove, San Antonio, TX 78249. She invites your E-mail about "Computer Sense" via CompuServe at 76547, 23001.