This is the blog of Julie Starr. I write about the news business and consult on newsroom integration and change projects.
I am currently working on...
* Newsroom change management and web-and-print development for Fairfax Media NZ.
* Media liaison for Webstock 2012. It's going to be another great conference: here's the speaker list. Email me if you'd like to interview one of these smart people. (We'll do our best depending on everyone's availability.) julie@allaboutthestory.com.
All Evolving Newsroom
Headlines in my inbox often tell me nothing
I was struck the other day by the difference a good headline can make in a news email bulletin. Here’s a few from from my inbox in the past couple of days:
I subscribe to more news than I can handle and am often in a hurry or tired when I scroll through these. I’ve noticed that I mostly only click on emails with a headline in the subject line. I have very little motivation to click on something that says: Afternoon News Direct, or BusinessDay Daily Briefing, or Today’s Headlines and Columnists.
In other words, the subject line works just like a web headline does.
I know these emails are automated for obvious time-saving reasons but I wonder how many click-throughs are lost?