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#Tip: Write the headline before the story

October 8th, 2013Posted by in Top tips for journalists
Image by petesimon on Flickr. Some rights reserved

Image by petesimon on Flickr. Some rights reserved

Journalists at “digitally native” business news site Quartz, which launched a year ago, are asked to write the headline first and story second. And to write the headline in 140 characters.

This is because Quartz gets much of its traffic from social, with about 35 per cent of traffic coming from “light social” and 25 to 30 per cent from “dark social”, which includes email sharing where referrer data is stripped out.

Jay Lauf, publisher of business news site Quartz, explained the process and shared the stats in a keynote speech at news:rewired, a conference organised by Journalism.co.uk and held last month.

Lauf said that if a journalist finds they cannot write the headline, then “it is probably not a Quartz story” and therefore does not get written.

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