I have, on occasion, gotten responses to my articles published on commercial sites (Slate, The Week, BBC) that have focused on the titles.
Here’s the TL;DR of what follows:
Paid authors on commercial sites don’t write the titles. Forget the titles.
Seriously: When you read an article, the title is probably what drew you into it. Yay for the headline writer. They did their job. Now you’re reading the article. The person who wrote the article is a different person from the person who wrote the title. The article was written first. The title is an ad for the article.
Most people who read articles don’t actually have a clear idea of how articles are made, it turns out. A sparkling example of this came in a comment on one of my articles that was republished on Slate’s Lexicon Valley. The reader clearly assumed that I had written it following the same process he had probably used writing his last essay, which was probably for grade 9 Social Studies:
1) Come up with a topic; make it the title.
2) Start looking things up. Write as you go.
3) Stop when you run out of things.
This, as it happens, is pretty much the opposite of how real professional writers actually write their articles. Here is the sequence I typically go through:
1) Think of an interesting topic for an article. (Occasionally a publication or site that you’ve worked with will suggest a topic and see if you want to write on it. Your answer is probably YES! Writing is a drug that sometimes pays rather than costing.)
2) Do some research to see whether it’s feasible and which way it will actually go.
3) Pitch the topic to the site you want to publish it. (If you’re writing for your own blog, skip this. If you’re writing for a group blog, check with the other contributors to make sure you’re not eating someone else’s lunch.)
4) If they OK it, research the topic. Make notes.
5) Think about how to structure the article.
6) Write the article. Do a draft, revise, feel disgusted, revise thoroughly, restructure, revise, realize you can’t view it with any objectivity anymore, be done. Maybe. Put a provisional title at the top when you start. Change it when you finish, if not before.
7) Send the article to the publication. (If it’s your own blog or one you’re a joint contributor to, you will go with your last title and just publish it. And then maybe look it over in the morning and fix a few things.)
8) The publication’s editor will go over it and tighten it up and change things. If you are wise, you will assume they are right (except where they have accidentally changed the sense, in which case you obviously didn’t write it clearly, so you negotiate a revision if you can). You lack objectivity at this point. Also, they’re paying you, so that counts for something. If they’re not paying you, well, they still have a fresh perspective; how much do you respect them? Anyway, they usually run the changes past you before publishing. Not always.
9) Someone – your editor, perhaps, or some mystical nameless other – will come up with a grabby title for the article. You may or may not get to see it before it is published. (I know one person, exactly ONE person, who gets to write his own titles and they’re used as is. Hi, Dad!)
10) Someone may add theme images with or without captions. You will see them no sooner than any other reader of the publication (website). If they’re really problematic, you can always ask if they can be adjusted, but you would be wise to be quick about it.
So there it is. If you’re reading an article, you may have gotten to it because of the title, sure, but the title is an ad for the article, almost certainly written by someone else. Once you’ve started reading the article, forget the title.