Posts tagged with Chartbeat

Ironically, five things that could stop clickbait

Once upon a time, the success of an article was judged by how interesting it was to read.

Of course, front page splashes, naked girls and free giveaways had an impact on print sales, but so, too, did regular columnists of quality and serialised work.

Essentially, serving your audience was thought to be important and publications often had agendas that went some way to determining their output.

I think this is still the case with print media, but one can't ignore the fact that print is receding. As it does, news and media online is to some extent being depoliticised as social media allows any publisher to reach an extended audience. Reaching large audiences is important for driving up the cost of advertising inventory.

Don't get me wrong, the sophistication of the internet is a good thing. It's no longer acceptable or, more pertinently, advantageous to massively keyword-stuff your editorial or add the terms 'porn' and 'XXX' to your title tags.

Ad technology, too, is getting better at allowing advertisers to understand revenue associated with campaigns across platforms. But the fact remains that many believe advertising needs to break away from the religion of the impression.

If it continues, it's going to become increasingly difficult to find subcultures. Parody and the parodied will be indistinguishable.

So, what can stop clickbait?

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