Newspapers still have headlines, of course, but they don’t seem to strive for greatness or to risk flopping anymore, because editors know that when the stories arrive on the Web, even the best headlines will be changed to something dull but utilitarian.
Washington Post supercolumnist Gene Weingarten • Explaining how newspapers have had to suck the life out of their headlines in pursuit of eyeballs. “Putting well-known names in headlines is considered shrewd, even if creativity suffers,” he writes. Personally, we write our headlines with some focus on SEO, but we’re totally willing to get out of the way of a good joke. One paper that does a good job of mixing SEO and classic headline art is The New York Times, probably because they can afford to. And SEO doesn’t mean you can’t be clever. See the headline Weingarten put on his story: “Gene Weingarten column mentions Lady Gaga.” source
