Zingman, D. E. S. 1977. Readability and mass political literature: The 1976 presidential election Campaign. M.Ed. Thesis, Rutgers, The State University of New Jersey.

Zipf, G. K. 1949. Human behavior and the principle of least effort: An introduction to human ecology. New York: Addison-Wesley (revised 1965).

Cloze Answers.

The potential for two-way communication is very strong on the Web. As a result, many companies are focused on the Web's marketing potential. From a marketing point of view, today's virtual worlds can attract the curious Web explorers, and interactive database engines can measure and track a visitor's every response.

BIOSKETCH

William H. DuBay has worked as a technical communicator in several southern California firms for 20 years. He is a Senior Member of Orange County chapter and contributes frequently to the TechniScribe newsletter and InterCom. He serves on the Advisory Board of the Technical and Professional Writing Certificate Program of California State University Long Beach. He also belongs to the Plain Language Association International. Currently, he works as a readability consultant. His email address is bdubay@sbcglobal.net

The author wishes to thank George Klare for his guidance and help in the development of this article.