In order to clarify the goals a writer might have when writing on the internet, I’ve separated most prose into two distinct types – writing to inform and writing to convince. The problem with this, naturally, is that there is a lot of grey space between them. Quality writing always has a strong clarity of purpose no matter what the intent is. Active writing should have something for the heart and arm and brain, which is to say appeals to intellect, intuition, and action. The place where these clearly intersect is, more and more, being called “Impact Journalism” – a topic that deserves discussion by itself.