Write shorter words, grow bigger audiences?

I found this recent Seth Godin post fascinating. It’s from a link to Steven Berlin Johnson and, at first blush, may appear to have nothing to do with Journalism 2.0.

Basically, short, simple sentences not only sell more books, but spread ideas farther and faster.

But upon further review ...

Maybe, in addition to teaching reporters how to wield a video camera and edit Soundslides, a new reporting style should be adopted. One where news stories contain shorter sentences and are more direct.

If shorter, more direct writing sells more books, would it also sell more newspapers (and grow online audiences)? Makes sense to me.