The 10 Commandments of Online Media

Jimmy Gutterman's (a la Industry Standard) 10 Commandments of Online Media (thanks John Engler):

1. Thou shalt not rely on press releases.
2. Thou shalt check facts.
3. Thou shalt seek out new stories not being covered elsewhere.
4. Thou shalt speak frequently to a wide variety of informed sources who aren't the usual suspects.
5. Thou shalt search out and quote people who don't have a financial interest in the story.
6. Thou shalt write brief, informative, provocative leads.
7. Thou shalt provide context, both qualitatively and quantitatively.
8. Thou shalt not commit cliches or lazy writing.
9. Thou shalt not forget who thine audience is.
10. Thou shalt make thine own decision about what the most important part of the story is, not simply agree with conventional wisdom.