challenge 7: smarter headlines chris orwa, kartik mandaville, sofia lotto persio #mediaincontext
TRANSCRIPT
Journalists got 99 problems & headline is one
20+ headlines required from journalists per article
BECAUSE
Headlines are crucial in readers’ engagement (distribution)
BUT
Journalists are on tight deadlines
AND
Headlines take time to write
how to improve the writing process to maximize distribution?
A two-phase solution to enable personalized distribution
Good for the journalists
Save journalists time in thinking of different headlines for each social media channel.
Good for the reader
Provides dynamic, personalized headlines for publication’s website and apps.
How does it work?
Deliver keywords based on language processing to optimize search results and personalize readers’ experience
Phase 1: Headline Generation
Journalists use words suggested on basis of keywords in the article vs. best results tailored to the readers’ demographics.
Phase 2: Headline Distribution
Each headline is fed into publication CMSWebsite visitors fitting into the segment will be shown a customised for them
Demographics Featured
Present Social Media used
Age group: Under 18 19 - 40 40 - 65 65+
Future Time of publication
Language
Mood
Headline design
Bias detector
Mission Accomplished?
Innovation: Uncapping the API data to improve SMO/SEO and create dynamic headlines which will ultimately become tailored to each reader.
Potential: Conceptual and technological basis, anything can be built on that; the more the algorithm is used, the more demographics about the users actions are collected It will keep improving itself.
Impact: Personalized distribution improved connection with the story, its reach, and potential for community engagement.
Mission Accomplished?
Technical & Design: Open source libraries – nltk and DatumBox. Al-Jazeera’s, USAToday’s, NYT’s, Twitter’s API used to create a personalized API based on the readers’ demographics.
Journalism Values and Ethics: Providing support as journalists retain control over editorial standards. Optimized headlines increased exposure for articles (even for small/independent publication) enhanced reputation bigger readership.