Newsbait

Out of six headlines, four are clearly clickbait, and one is a press release. No wonder the media isn't doing well. News, information about the world, is a poor fit for the attention rat race. And with all of the competition out there from social media sites and other internet-based sources of information, the investments needed to do the job well have poor returns. Subscription models are fine, but that raises the question of returns for the subscribers, especially in situations where one is simply paying for temporary access to the information.

My personal theory is that much of the news is entertaining, rather than informative. Sure, one can learn something from it, but the jury deliberations in the Lindsay Clancy case aren't big news because people can use that information to better their material circumstances. The story has a soap-opera quality about it that can make it an entertaining diversion from other things going on in the world. But so do a lot of other stories. And if they don't, creative, catchy headlines can make them seem as though they do.

And when the main vehicle that pays for news coverage is the advertising that plays alongside, around and sometimes over it, creative and catchy headlines for otherwise banal stories become a matter of survival. And so that's what tends to proliferate.