Teaser Study Of Writing Styles for Web Headlines An unscientific study of the affect of writing styles for Web headlines, subhead and leads on readability revealed conflicting results. Although the majority of respondents in the study said it bored them to read leads that had been repeated in headlines and subheads, the repetition did not affect whether or not they would read the story. Nor did the style. content was the major determinant. The study of 52 journalism students, ranging in age from 20 to 50, tested four factors: Summary versus broadcast-style teaser subheads: Which were more effective in enticing users to click into a story? Students chose broadcast style "stay-tuned" teasers over inverted pyramid-summary subheads in four out of five examples, but they said they preferred summary style when scanning the Web. Their comments: "Content would be a major factor. If I'm interested in the story, it wouldn't matter if it were a summary or a teaser." "I like summaries better.
There's less chance for misreading the facts. It also cuts to the Chase. I pay for online time. Cut to the chase and don't be coy." "I like teasers because they entice you. It makes me want to read on. But when I don't have time to read the whole article, I like summaries."
Impact of repetitious headlines and subheads on readability of leads:
53 percent said repetition made no difference whether they would read the story.
18 percent said repetition helped their comprehension.
29 percent said repetition bored them.
Many students commented that they wanted headlines and subheads to be brief – not several paragraphs that would be repeated in the story. However, 46 percent said they often skip reading the lead in online stories if the subhead repeats it, and 29 percent said they sometimes skip reading the lead if it is repetitious. The percentages were similar for skimming or skipping repetitious leads in print. Their comments:
"I like, or don't mind, a repetitious headlines, subhead and lead if not too much of the story is given before you reach 'click here' for full story. If three paragraphs are given, then I get annoyed because I'm into the story; one paragraph is OK. "It helps to hammer home the point of the story. And since I don't read stories on the Web thoroughly, it helps me get as much information as quickly as possible." "I hate repetition. It's a waste of my time." Comparison of print and online reading patterns: Did users read print stories that interested them more thoroughly than online news stories. Almost all the respondents show similar patterns for print and online news reading.
Always read print news stories of interest thoroughly -- 21 percent compared to 11 percent online. Often read print news of interest thoroughly -- 62 percent compared to 60 percent online. Most of these students who answered often for print responded the same for online. Sometimes -- 12 percent for print news stories, 25 percent for online. Age made no difference in reading patterns. Undergraduate students in their 20s had the same patterns for print and online as did graduate students in their 30s, 40s and 50s.
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