Interesting lesson in copywriting for digital media

I am among those people who still like to read the newspaper, I mean the actual newspaper.. ummm.. still haven’t got it? Ok let me put it this way, I prefer the actual paper based edition of the newspaper than reading thru the same newspaper app. I just love the feel of the newspaper. But living out of India doesn’t give me an opportunity to get access to the paper version of the Indian newspapers and I have to do with the apps. On my mobile, I have tons of news and newspaper apps from Singapore, UK, US and Indian publications.

This week as I touched down in India and decided to spend the Sunday at Goa with my family, I was more delighted to put my hands on all the actual newspapers. I read the Times of India, Economic Times and was feeling quite happy. But my habit of looking at other apps led me to still check my mobile. I clicked on the Economic Times app, even though I had read the newspaper. Cursory look at the headlines made me think that there is a difference between app version and the actual newspaper one. So I looked at the paper again, specially the ET Magazine section.

When I looked into details, I realized that the news is same – only the headlines are different. Here are some comparisons. I have captured the mobile version headline and its respective headline in the actual newspaper. You can see the difference. In my view,  this is an interesting lesson in copywriting. ET is always known for writing catchy headlines. ET has given a new dimension to the headlines. This is a lesson for all the copywriters to understand how to treat Digital media differently than paper. I think, this is a good thinking on the part of ET. Headlines in App are simple, straight forward and in just a few words tell you what the news is all about. ET knows that the mobile user is always in a hurry, her/ his span of attention is very very short. The headline needs to tell everything in one go. On the other hand, the newspaper reader gives little more time to read the headlines and blurb together. There is more space available to create attention. Hence actual newspaper headlines are treated differently.

I think this is a good lesson in copywriting, specially in digital and social media age.

Not many companies give this kind of attention to treating the media and channles differently, specially those who are creating content for offline, websites and social media channels. They simply publish same contents (with same headlines) over different channels and hope to get reader’s attention. More often than not they fail. Even within Digital media, you need to treat various channels differently. The reader on website has different attention span than the reader of the Tweet or FB post. ET, has very well shown how to address this aspect.

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Example 1)

 

 

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Example 2)

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Example 3)

 

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Example 4)

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