When you work in the press, in whatever capacity, you’re surrounded by headlines. They’ve always been important, but in the digital age they’re the very lifeblood of what we do. In a world where success is monitored by the hit counter, first impressions are vital. That’s why clickbait is such big business: when a deadline is looming but you have nothing interesting to say, make it look as though you have. This revelation came to me quite recently, but what happened next will astound you.
In all seriousness: there’s nothing wrong (all right, rephrase: there’s nothing particularly new) about sexing up a headline a little bit, so long as you don’t tell any outright lies. Part of the problem stems from expectations – before the birth of the internet you could scan the body text beneath the headline and get an idea of the piece without having to actually read it in full, or at the very least ascertain its length. These days, if you’re being fed a juicy story, chances are it’ll be on social media, where the headline and covering image has been scrupulously prepared for maximum impact so as to grab your attention, with the actual text lurking on another page – and by the time you’ve worked out it wasn’t worth your time, you’ve already clicked.
People react to this with varying degrees of annoyance – personally, I’d say it’s all part of the way that online news has developed, and that the pious “There, I saved you a click” brigade really need to grow a sense of humour. But I would say that, seeing as it’s what passes for a day job. What annoys me is the tedious, over-excited headlines we draw from all those conveniently-worded soundbites that you get at the press screenings, convention appearances and Doctor Who Magazine editorials. Let me give you a few examples from the last year:
- Jenna Coleman thinks Jodie Whittaker’s Doctor Who casting is “genius”
- The next series of Doctor Who will feel like “the first episode you ever see”
- Is this the greatest scene in modern Doctor Who history?
- A scene in the Doctor Who Christmas special had the Doctors “almost blubbing”
- Steven Moffat drops hints about Jodie Whittaker’s first Doctor Who scenes: “She’s given us the Doctor we’ve always known”
Don’t get me wrong. The BBC wants to sell its own product, and I’m OK with that. You need to be outwardly enthusiastic; any producer who said they thought they had a turkey on their hands would likely be given their cards, and we all know what happens when the stars dare to insult the directors. But still. I’ve lost count of the number of times I’ve been told I’ll be stunned, amazed, upset and blown away by what’s going to happen in the next series of Who, or how things were going to be truly fantastic.
Can I plead, perhaps, for a little more honesty? Or if that’s really not something we do (“The truth, Minister? You can’t expect Her Majesty’s Government to start telling the truth!”) then perhaps a little more humility, however false? And with that in mind I’ve come up with a few ideas for headlines that I’d like to see, however unlikely their appearance on the news feeds.
I am very ‘umble to the present moment, Master Copperfield…