A Case Study of The Conversation: how to improve an online news story

The headline and featured image of The Conversation article

Last week, The Conversation published a story about the use of the word “milk” in labelling alternative dairy products. The story compares rules in the UK, EU, US, and Australia/New Zealand.

The piece is clearly written and well-researched, using hyperlinks to provide background and sources.

However, the story deals with complex and highly technical regulatory information about food standards across different countries, which can be difficult to follow in a largely text-based format.

Oatly products. Source: Arianne Pfoutz.

Using multimedia

Adding more multimedia, such as embedded videos, graphics, or photographs of dairy farmers or plant-based products would help break up the text and give readers clearer visual context.

Using subheadings

Currently, the article relies heavily on linear subheadings, which makes it harder to navigate if readers jump between sections rather than reading from top to bottom.

A clearer modular structure or a quick “key differences” summary box could improve “scannability”.

An online poll could have increased interactivity in the article. Source: Unsplash.

Increasing interactivity

Finally, the story lacks interactivity and audience engagement.

Allowing comments or reader responses, or embedding a quick poll (for example, asking whether readers think plant-based drinks should be called “milk”), could encourage participation and make the article feel more suited to an online news environment.

References

Bradshaw, P. (2024). Writing for the web. In ProQuest (Firm) (Ed.), The online journalism handbook : skills to survive and thrive in the digital age (Third edition., pp. 109–147). Routledge. https://doi.org/10.4324/9780429321566

Bray, H. (2026). How Australia and NZ rules on plant milks differ from overseas, where cows make the only ‘milk’. The Conversation. https://theconversation.com/how-australia-and-nz-rules-on-plant-milks-differ-from-overseas-where-cows-make-the-only-milk-275923

Pfoutz, A. (2019, February 28). Oatly makes a splash in non-dairy milk market — and heartland farmers could reap rewards. The Organic & Non-GMO Report. https://non-gmoreport.com/articles/oatly-makes-a-splash-in-non-dairy-milk-market-and-heartland-farmers-could-reap-rewards/

Unsplash (2023, April 24). Customer satisfaction survey [photo]. Getty Images. https://unsplash.com/photos/customer-satisfaction-survey-with-happy-face-emoticons-excellent-feedback-on-customer-products-and-services-face-icon-on-smartphone-blue-background-3d-render-illustration-mFFF0pCfb74