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You might have heard: “Clickbait” headlines are sometimes defended with the argument that they lure in readers and help to subsidize “the more serious work”
But did you know: Question-style clickbait headlines sometimes lead to negative reactions about news content, research from the Engaging News Project finds (Engaging News Project)
Examining the influence of “clickbait” headlines, new research from the Engaging News Project finds that headlines framed as questions lead to more negative reactions from readers. Researchers examined whether the respondents had positive or negative thoughts about the headline, whether they had positive or negative expectations for the article, and how likely they would be to engage with the article. In comparison to traditional headlines, question-style headlines led to slightly more negative thoughts about the headline, slightly more negative expectations about the article, and decreased expected engagement.
+ Noted: The Sun Times Network, once the “digital dream” of Michael Ferro, is now dead: The network aimed to cover 70 cities through aggregation, but metro pages are blank and all that’s left is an outdated national site (Crain’s Chicago Business); Twitter is opening up the creation of “Moments”: Initially, brands and influencers will be able to create Moments, but eventually everyone will be able to (Twitter); Facebook is changing the way it loads ads into its desktop website to make it harder for ad blockers to block its ads (Wall Street Journal), which could make Facebook an “important ally” for publishers (Poynter)
5 tips for writing great mobile headlines (GateHouse Newsroom)
Mobile headlines can be the difference between someone choosing to read your story and scrolling past it, Jean Hodges writes. Hodges offers five tips for writing mobile headlines that will get people to want to read your stories. Those tips include: Write the mobile headline first (and it shouldn’t differ from the desktop version), think outside of the print headline formats, write a different headline for Facebook, check how your headline looks on your phone, and use analytics to track how it resonates with readers.
+ Harvard Business Review’s director of customer analytics and insights Carrie Bourke on the best way for publishers to make use of their audience data: Email campaigns, which allow segmentation and modeling (Folio)
The Toronto Star is drastically reducing the staff for its ambitious tablet edition (Globe & Mail)
Just a year after announcing plans for a new tablet edition based on La Presse’s success, The Toronto Star is cutting 45 jobs from the newsroom, most of which were contract jobs dedicated to Star Touch. James Bradshaw writes that the layoffs “represent a major retrenchment in resources” for Star Touch, as well as an adjustment of Toronto Star’s expectations for the product’s popularity with readers. Ahead of the tablet edition’s launch in September 2015, the Toronto Star hired about 70 dedicated staff; only 26 of those hires are left after the layoffs, Bradshaw reports.
Procter & Gamble is scaling back the use of targeted Facebook ads, questioning the ads’ effectiveness (Wall Street Journal)
Procter & Gamble, the biggest advertising spender worldwide, is cutting back on the use of targeted Facebook ads and says it’s found that the ads have limited effectiveness. P&G initially jumped on Facebook’s targeted ads, but chief marketing officer Marc Pritchard says the company realized it took the targeted ads too far: “We targeted too much, and we went too narrow, and now we’re looking at: What is the best way to get the most reach but also the right precision?” P&G is not cutting back on its Facebook spending and will still use targeted ads where it makes sense (i.e. targeting diaper ads to mothers), but Pritchard says P&G is cutting back its spending on sites that don’t have the reach of Facebook or Google.
+ Related Facebook news: Some publishers are investing in A/B testing different versions of Facebook posts and targeting to take some of the guesswork out of social media (Medium); Facebook’s organic reach is down 52 percent on publishers’ Facebook pages this year, according to SocialFlow (Marketing Land)
The opinionated nature of the Internet is changing the American style of newswriting (The Hive)
“The personal and opinionated nature of Internet writing has rubbed off on the more traditional style of newswriting,” Michael Kinsley writes in an analysis of how the Internet (and Trump) is changing journalism. “The new apparent standards are a big jump away from ‘objectivity’ as practiced — or at least aspired to — by American newspapers for the past century. They are a move toward the model more common in Britain and elsewhere, where bias is allowed to show and readers are allowed, indeed required, to discount accordingly.” Another consequence, Kinsley writes, is the rise of Vox and Upshot-style data journalism, which leads to “pompous” and opinion-driven analysis.
If Reported.ly folds, social media will lose an important gatekeeper (Poynter)
With the news that Reported.ly will suspend operations on Aug. 31, Alexios Mantzarlis writes that social media is now in a position to lose an important gatekeeper that produced “thoughtful curation” of breaking news on social media. But Reported.ly is facing a problem that many verification organizations are facing: Is there a sustainable business model for this kind of journalism? Funding problems aside, Mantzarlis writes that Reported.ly shows the success of working “out in the open” and connecting with communities.
+ Editor in chief Andy Carvin tells Mathew Ingram that Reported.ly had been working with First Look Media to develop an international expansion strategy and revenue-generating plan, and the news that Reported.ly would be defunded came as an abrupt shock at the last minute (Fortune)
The post Need to Know: Aug. 10, 2016 appeared first on American Press Institute.
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