It’s likely that your ad or article will get flipped past or skimmed over. 
People rarely read magazines and newspapers cover to cover. Rather, they’ll scan headlines and articles for articles and topics that are relevant to them.
What does that mean?
Use great, eye-catching images.
Write in small, digestable chunks.
Use lists and bullet points when possible.
Here is a good reference article that I found about writing on the web.
