I get your point, but I laid out newspapers and designed ads for newspapers in the early 90s (after…
Shawn Zehnder Rossi

Thank you for reading and taking a moment to respond, Shawn. I remember those days, too. Times haven’t changed all that much, and neither have incentives. Today, thanks to smaller staffs, it’s more likely that a reporter will write his own headline and an editor may back read, line edit, and change the hed. But regardless of who writes what, the publication’s mandate continues to be “capture attention”. We see this especially in a pub’s social strategy: what is social targeting on facebook etc other than writing headlines specifically tailored to precise demographics.

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