Or as it transpired on the day, not. Nevermind, it was a classic Sun headline last week, worthy of the great tradition set by Kelvin McKenzie in the paper’s heyday. It represented something of a fightback by the tabloids, struggling in the wake of the Telegraph whose headlines have dominated for the last three weeks.
For newspapers and magazines, the great eyecatching headline is the point of sale pitch. Some more from the Sun. ‘PORNOCCHIO’. ( Heather Mills) ‘UP YOUS DELORS’. ‘PIGS ‘ERE’ (swine fever). ‘YOU CAN’T QUIT QUICKER THAN A THICK QUICK QUITTER’ ( commended by the Poet Laureate!).
The headline acts to differentiate in a competitive situation. Yet in most pitches and presentation documents, there is little attempt to differentiate through a memorable title, something that will make it stand-out and easier to remember.
Why? Perhaps because so much effort goes into the content, with changes right upto the last minute, that no time is left to create the ’selling’ title. A mistake.