Whether they read them on the web or in print, readers often decide within seconds whether to invest time in an article. So, the headline must be able to quickly grab the audience’s attention and communicate the story’s significance.
NPR’s top headlines do just that. These are the most clicked-on headlines from each week of the year (see graphic). They’re a good example of what works to get people interested in stories that cover a wide variety of topics and themes, from politics to health care to the arts to foreign policy.
A great headline can make a world-famous story feel local, and a local story feel global. They’re also an important tool for attracting reader interest in a new piece of content and ensuring the story gets enough clicks to be promoted to other audiences.
While headlines are crucial, they can be difficult to write. This is why editors have different formulas and guidelines for writing them. Some are very short and snappy, while others can be more long and descriptive. Some are written for human readers, while others must be carefully crafted for search engines.
Some of the most effective headlines are a mix of both, and this is especially true for NPR’s most popular headlines. One of NPR’s most successful formulas places impact words at the beginning of the headline (which gives it keyphrase prominence) and then uses a benefit statement at the end to hook readers. This approach also helps readers connect with the topic in a way that is natural and relatable.
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