The Los Angeles Times launched a bold overhaul of its digital news offerings this week. In this interview, managing editor Jimmy Orr says that the primary objective of the redesign is to have readers spend more time with LAT content.
Orr also wants readers to share that content. To make that easier, story pages on the LAT now include “sharelines.” These are three pre-written headlines written for Twitter and Facebook. The reader can pick one and click it to share on social media. Here’s an example from the story about the redesign:
News sites have offered a one-click sharing function before, of course. What’s different here is the sharelines are written with social media in mind.
Other sites I have seen in recent years grabbed the headline as the Tweet automatically. That can work sometimes, but the language of Twitter and Facebook can differ from SEO-oriented digital headlines. Tweets often have a more conversational tone as well as hashtags and other elements.
So who is writing the LAT sharelines? I asked Henry Fuhrmann, who oversees copy desks there, about that. (I worked with Henry in Los Angeles in the summer of 2008.) Sharelines are a shared responsibility, he says:
The task of writing sharelines is divided as follows: Reporters and assigning editors write them for blogs posts. Copy editors do the honors on articles that are prepared for print and then go online. Of course, as is typical here, the copy desk ends up filling in gaps, so when we encounter blog posts that lack sharelines, we’ll fill them in.
So add “shareline writing” to the repertoire of journalists, including editors. In my classes at UNC-Chapel Hill, I have my students write a Tweet for a news story as part of the final exam. Perhaps next semester, I will have them write three.