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Seriously, I've been obsessing over web headlines for a decade now (omg I really have >.<) and I can't imagine a good reason for that hed.
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When people share a link on social, a link card comes up. Headlining your story like you're talking to a buddy in a bar isn't going to help
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It just makes the author & publication look less professional and sort of asshole-snarky. Also it makes readers less likely to... look.
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And now I sound like a grumpy old man. Thanks TheWeek.
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Yeah, this too! Don't make it harder for small-screens to hold the whole hed. pwthornton/832257194750070788