You have half a minute to win over your reader - use it smartly

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This article was first published on 23 September 2022. We used Axios' free AI rewording tools to update this article, before it was edited by a human

US news organisation Axios uses a signature writing style called 'smart brevity' to win over readers with limited time and attention spans.

Why it matters: Its research finds that on average, readers spend 26 seconds on an article, and receive 70 to 400 daily notifications.

How it works: Axios news articles showcase smart brevity with bold phrases, bullet points, and clear data, making mobile reading faster and more comprehensible.

Why it works: Axios's "atomic units" strategy, featuring a headline, image, and two paragraphs with bold "Axioms" like "why it matters," enhances story engagement on the first screen.

What to watch: the style is catching on, with news outlets noting its benefits for individuals with autism due to its clear, logical information breakdown.

Go deeper: test it for yourself using its guides, checklist, free AI rewording tool or the Smart Brevity book.

• new Axios employees master Smart Brevity through an initial two-hour boot camp and subsequent training.

Between the lines: The Reuters Digital News Report 2025 shows global news audiences mostly prefer text (55 per cent) for news due to its speed and control, though many opt for watching (31 per cent) or listening (15 per cent) online.

The big picture: Launched in 2016 by Politico's founders, Axios initially focused on newsletters but has since expanded into events, podcasts, investigations, and streaming.

By the numbers: Axios has 22 national newsletters, 6.7m subscribers and an average open rate of 46 per cent.

• 74 per cent of newsletter subscribers interact daily, 63 per cent click links, and 53 per cent forward content to others.

The bottom line: Axios editor-in-chief Sara Kehaulani Goo said on the Journalism.co.uk podcast: "We’d all love to think people will read to the end of our 2,000-word story when in reality we know that's just not the case."