The death of the clever headline?

Headline writing is one of the most difficult tasks in journalism and certainly one of the most difficult things to teach for the journalism professor. Now -- as if accuracy, clarity and a bit of wite weren't enough -- there is a new challenge: search engines. Steve Lohr writes this week in the New York Times about how news organizations are tweaking headlines in an effort to get their links picked by Google and its kin and thus drawing readers to the site. If the Google consideration becomes a major one, we could see yet another shift in the practice of journalism.

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