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New York Times is Split-testing Headlines, With Differences of Up to 1,677%

by marciayudkin
4 replies
Really interesting article, with obvious parallels to copywriting headlines:

Which Headlines Attract Most Readers? - NYTimes.com

Marcia Yudkin
#677% #copywriting #differences #headlines #new york times #split testing #splittesting #times #york
  • Profile picture of the author timokeefe
    With an increase of 1,677% you have to wonder about the sample size they exposed this to. It also seems like they're not too comfortable with the practise as well...
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  • Profile picture of the author Raydal
    I read through the comments after that article and many people seem not to like
    the tests and think the "winning headlines" were too clickbaitish. There is a lot
    of demand for attention online and even respectable papers are noting this.

    -Ray Edwards
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  • Profile picture of the author Oziboomer
    The NY times could have saved themselves the time and just have to look to the Aussie NT News to see that they know how to put out a headline that not only gets attention but basically sums up what is going on in the tropical North city of Darwin and surrounds.

    Each day they have some of the most out there stories and they get national coverage on many of the morning TV shows who promote their stories.

    here is a few examples...
    https://www.buzzfeed.com/copyranter/...kw#.muxa15Vg6l

    Best regards,

    Ozi
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  • Profile picture of the author marciayudkin
    I read through the comments after that article and many people seem not to like the tests and think the "winning headlines" were too clickbaitish.
    Ray, thanks for that comment. If we're assuming that the NY Times would necessarily use the kind of headlines that get more clicks, maybe we're wrong about that. After all, part of their raison d'etre is that they are not the NY Post or National Enquirer.

    Marcia Yudkin
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