Well, they say imitation is the greatest form of, well, you know what we mean. And the art of headine writing is beloved in this parish.
So for the HuffPost to slam the Mail – and its mainly MailOnline, so different beast for a different market – for its grabby headlines is a little unfair. Much parodied but rarely bettered, the MailOnline headline is a thing of beauty when executed correctly. Many of their headlines break conventional rules and are the better for it.
All come with inviting hooks or calls to action. Headlines scream READ ME!
Rarely does a video or set of pictures come without a Call To Action headline such as WATCH This Fish Play The Piano. You WILL Be Amazed.
And simple court copy is transformed from dull regional fayre to home page scroll inducing dwell time.
And for every candle-lit dinner that causes cancer and every shampoo that makes you fat, the Mail never loses sight of stories that move or engage people.
A the end of the day, traffic is what is required – and traffic is what they get.