Earlier this week, British Press trade website Press Gazette ran an article suggesting Trinity Mirror was forcing regional newsrooms to write clickbait.
Its evidence came in the form of a anonymous tip-off apparently from a journalist who said colleagues were ‘appalled’ at a ‘three-line whip’ to write an article which said Greggs – the bakers – had no plans to open a drive thru restaurant near them.
The article had appeared on multiple websites around the country, localised. Some newsrooms had pushed the story on social media, others hadn’t. The smell of a story guaranteed to go to the top of Press Gazette’s ‘most read’ was presumably as alluring as a steak bake when hungover for the team at UKPG. It certainly hooks readers in the same way that sausage roll smell does for many at lunchtime at Greggs.
The premise of the story, the three-line whip, is wrong. No such three-line whip exists. Greggs has opened a drive-thru in Greater Manchester, and as such titles around there published a story. Another title then ran a story about the fact Greggs was opening a drive-thru away from their area because they assumed local people (who probably go to Greggs or at least have a view on whether they’d go to a Greggs drive-thru) would be interested. They were.