Keys to writing the best headline ever

An AdWeek editor shared some of his special sauce for headlines that provoke without being salacious.

Ragan Insider Content

Shoulder pads. Hot coffee. Time on my hands. When these three elements collided as I sat in my fluorescent-lit corporate cube in the late 1990s, I would flip through Adweek, its large letters gleaming back at me with that imposing black font, bathed in all of its Madison Avenue glory. Those moments reminded me I had officially “made it,” even if I was working as a communications manager at a semiconductor equipment company, hardly the epicenter of tech excitement. Scanning the glossy headlines and photos, I secretly hoped one day I’d run a mind-blowing, multi-million dollar ad campaign that would be featured in Adweek. In the meantime I had my cushy job, Aeron chair, and fantasies to covet.

Recently, I heard Adweek editor David Griner speak at a marketing industry event. As chief honcho of its cultishly popular AdFreak blog, which covers all things digital advertising and creative. It’s heartening to know that Adweek is a survivor of the marketing industry’s ups and down, as am I (minus the shoulder pads and award-winning ad campaigns).

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.