When Headlines by Committee Works

Awhile back, Greg posted an article by Sally Hogshead with the simple statistical reality that you have to write about 100 headlines to get a good one. And while creativity by committee can be a frustrating and deadly process, if you have a concept, it sometimes helps to have several writers plugging away at headlines, just to generate the volume.

Here’s an example I found entertaining and relevant to what we do. It’s a story from This American Life about the process they go through at The Onion to create their fantastic headlines.

http://homepage.mac.com/bosiljevac/onion.mp3

2 thoughts on “When Headlines by Committee Works

  1. I sometimes wonder how many headlines I would actually submit to a creative director if I had to stand in front of a group of people and read my lines aloud.Probably a good rule of thumb to write by.

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