This is an old “This American Life” about the writing room at The Onion. I was reminded of it the other day at work. It is an excellent example of the creative process at work and a pretty funny behind-the-scenes look at one of the most consistently funny publications in the country.
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.