In journalism a good photograph enables the reader to experience faster information processing. Photography is an important part of journalism and it sends certain messages that we perceive consciously, but unconsciously as well. With the development of the Internet, there came a faster flow of news and information and the news companies and media are facing a growing competition. To keep the interest of the existing readers, and to attract the new ones, news web sites add visual identity to their content. The main objective of this study was to determine whether there is a difference in the number of hits for a news article if it is offered with a photograph that is made specifically for that article instead of the standard photograph selected by the Editorial Board.The study was conducted on 10 news articles published at dnevno.hr news web site.The prepared article was published with the selected photograph and one hour after the publishing the cover photograph was replaced by the photomontage made especially for each measured article.The research and the analysis of the results have proven that the use of photomontage in the news web site publishing leadsto an overall increase in the number of clicks for the article. The conclusion derived from this study is that the use of photomontage in the news website publishing positively affects the number of hits for the articles, leads to increased reader satisfaction and duration of their visit.