I still have fuzzy memories of journalism classes…Fuzzy because it’s been a while and I have not read much on the subject lately, although I should, if I ever want my license back.
Anyway, I remember some explaining on how if a headline suggests a story that is actually never told in the actual article, readers might get disappointed. The author creates a hook and the reader will go through the entire article, trying to find the information advertised by the headline. The purpose is reached, but will the reader ever do it again? His refusal to read might expand from articles by that specific author to the entire paper.
Well, I never quite got this idea until I experienced it. See, we had a talk in class about extreme sports in Romania, the lack of proper promotion and how the business was evolving. So when I found an article called Extreme sports business is slightly taking off in the online edition of Ziarul Financiar, I expected a revealing analysis of the Romanian extreme sports market.
I found instead a nice piece on a company called Adventure Travel, a success story nonetheless, but hardly what I had expected…Oh, and loved how they squeezed in a second company in the end, so that the piece did not seem focused on Adventure Travel only! I was disappointed, as I was really looking forward to read an analysis dedicated to this business and its impact on tourism in general…I also am a bit frustrated, as I consider ZF to be a pretty serious newspaper, which has also been one of my favorites a while ago…Yeah, I am not stopping by around here for a while!