Writing on the internet today requires a clarity and precision beyond anything required in the print world, because you do not have an exclusive hold over your reader while they're reading. This is essentially the message in this post from Columbia Journalism Review, and while there's a fine line between good headline writing and clickbait, I think Ryan Craggs hits the mark here. People want to know the significant of a story, they want to know who is involved, and they want to see justice (or at least feel outrage over injustice).
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