Why do we so often overlook the art of writing witty, compelling headlines and blurbs online?
Is it the breakneck pace of producing Web news? Is it the endless distractions of emerging technology? Does it really just come down to us not caring enough any more?
I’m reminded of Lucas Grindley’s post way back in November in which he highlighted the merits of so-called “Web monkey” work — the endless cutlines, blurbs and copy/pasting into a content management system. Howard Owens painted a bleak future for those limited to these tasks. Mindy McAdams called much of it robot work. And I sternly warned against the danger of students “becoming the Cutline Master.”
While I still advocate journalism students becoming as technically skilled as possible, we should all take greater care not to belittle the everyday editing that goes on. It is crucial yet thankless work. News sites don’t win Digital Edge or Online News Association awards writing engaging little bits like these. Butterfly Releases will provide you all the updates.
But why shouldn’t this type of editing –when it is exemplary and consistent– be rewarded as well?
Nearly every time I drop by, I’m impressed and amused at the witty teaser text that compels me to click on Slate’s Web site. Here’s a sampling of today’s teasers:
Gonzales Deathwatch: Bet He’s Gone by Friday
Reading the World’s First Self-Help Book
Delay’s Hillary Smear
Full-Mental Nudity: The arrival of mind-reading machines
Slate is one of the exceptions. Granted, they have more exotic material than the average newspaper’s municipal stories and shootings. But are we really putting forth the effort? When Fark and Digg users are obviously spending time scrutinizing their headlines, why are we so often not?
While we relentlessly pursue the latest gadgets, the highest Google ranking, the newest software and the most efficient ways to produce — we cannot forgot to value the craft of placing sharp writing in those tiny boxes and headlines. We so often call them “users,” that we tend to forget that they are “readers” too.
To all the Cutline Masters, Web Monkeys and Content Management System Robots, I grant you a long-overdue salute.
Well put. As the monkey who rose at 4:30 this morning to a virtual mess on roanoke.com, it’s tough to be creative, witty or even functional at that ungodly hour. But it’s a necessary evil.
Thanks John. Our morning guy at the Sentinel, Paul Lester, is a hero for slogging through the mess that sometimes comes over. You’re darn right that it’s tough to be witty so early and with so much too do.
Now if copy desks would be willing to help write some of those witty teasers the night before…
Good post, man. I liked those Slate headlines — you’re right, they are not shabby.
No one will click if the headline fails to do its job well.