Some media professionals, bloggers and copywriters have stopped writing headlines for a while. Of course, clickbaiting is part of the business. And the short-lived pleasure - the anticipation of clicking on a promising headline - seems to please many readers. The disappointment when they immediately realize that the story isn't a story at all is apparently limited. Fair enough.
What is now becoming increasingly established lebanon rcs data as a headline mechanism is the use of quotes from news scouts, reader reporters, viewers, passers-by or elementary school students. These people could just write the newspaper themselves. (Or maybe they already do that?)
There's no question: "The world is coming to an end in Bern" would be a strong headline. But only if the world were coming to an end in Bern. Or if at least a celebrity, perhaps high on drugs, perhaps even at the lectern in the Federal Palace, had uttered this sentence. But not if the quote comes from "an impressed reader" who sent the editors a slightly blurry photo of lightning over Bümpliz.
A headline is designed to attract attention. However, if it promises too much, leaves the reader stranded, or wastes their time with banality, it will lose trust.
Dieter Boller studied journalism and psychology at the University of Zurich and now works as a freelance copywriter and concept designer in the advertising industry. Boller first published this blog post on his Linkedin profile .
Our columnists express their own opinions, which do not always coincide with those of the editorial staff.
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