There are some journalists who believe the digital revolution has killed the art of headline writing.
You won’t be surprised to read that I disagree (especially if you read this post I wrote back in 2009 and this one a tad more recently) with that theory – although there’s no doubt it’s changed what makes a good headline for good.
Great digital headlines are ones which tell enough of the story to make you want to read more, mix in search engine optimisation where possible and, preferably, prompt a reaction in someone so that they can’t resist visiting.
And the best digital headlines are probably the ones you’ll only ever get to write once in your career. For that, you need a story which generates the same reaction once shared online that it did when it first arrived in the newsroom.
And this is perhaps the best example I’ve seen: