Headlines take on a new urgency in today's media arena

02/25/2013 | Wired.com

Headlines are increasingly important in a crowded and distracting media environment. News organizations spend increasing amounts of time on their headlines, testing different versions and even using tools to compare headline options. "The headline is our one chance to reach people who have a million other things that they're thinking about and who didn't wake up in the morning wanting to care about feminism or climate change or the policy details of the election. The difference between a good headline and a bad headline can be just massive," said Peter Koechley, co-founder of the news aggregator Upworthy.

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