An article that’s never read doesn’t do anything to enhance understanding.
The headline is a pitch for the article. If you are trying to raise money for your business, you are going to always be tailoring your pitch to the audience. It’s time that newspapers start doing that as well and drop the archaic one-size-fits-all approach.
If you are going to publish on Facebook, then use Facebook. Tailor the headline and the article to fit the individual. If the NYT has a story about changes to health care in the US and that’s something you care about, then you should be offered a complete, detailed story. I’m not that interested in it, so offer me an Axios-style five sentence summary with a link I can click through to get the full story. Facebook knows my religion, my political preferences, my age, race, income, shopping habits, driving habits, and more and all that should be used to make a story that I want to read.
