The Puget Sound Business Journal has recently begun to employ "click-bait" headlines in an effort to resonate with younger audiences.
Technology editor Mike Husting stated that PSBJ wanted to boost its physical edition's circulation among Millennials.
"We began noticing that 18- to 25-year-olds just aren't reading reliable, objective takes on professional and industry news anymore," he said.
The editorial change began after management noticed that circulation was shrinking among Millennials. The new "click-bait" strategy was implemented shortly after New Year's Eve in 2015.
"After a strategy session-slash-office party," said Husting, "we immediately began prioritizing juicy, eye-catching headlines, such as 'This CEO Builds Robots that Save People' and 'Why this Exec Says that Charity is a Waste of Time.'"
"You know," he said, "click-bait."
When asked why the "click-bait" tactic was employed instead of sending free papers to influential young startup owners in the area, publishing interviews and articles with such persons, and branching out into other media platforms, Husting explained that the managing editor had been "hitting the brownies pretty hard at the office party."
Marketing Director at the Renton Printery. Providing commentary on local and business news, along with notes on the state of the shop.