The move

Each lead story is a wide collage or illustration with a solid caption panel at bottom left holding title, "Words by" byline, one dek and a topic label, such as "Against supplements" and "Roman love". Between stories sit "Get the best of WIP in your inbox" and "Get the print magazine". Smaller outlined cards list further essays.

Why it works

• Our readThe caption panel colour changes with each image, so the long scroll reads as a set of covers and not a feed.
• Our readPutting the newsletter and print subscribe prompts between stories means they appear while the reader is already browsing.
• Our readShort deks like "The world's third best Italian food." can hook a reader on an essay without summarising it.

What not to copy

Don't copy the collage style or the palette. Keep a consistent caption block, one dek per piece, and subscribe prompts placed among the stories.