Lara Brockway always gives good writing advice and this piece is no exception.  I particularly like the one about getting to the point quickly.  Many of us want to set the background with a long, introductory paragraph – or two, or three.  And I think it was common in the past.  Now you only have a fraction of a second to grab someone’s attention and really can’t afford to set up the piece with history or even much description of the scene.