A new report from Recode found that headlines for the week of January 25-27 are dominated by headlines about the president.
The headline on a piece of paper that says: “Donald Trump’s inaugural, inauguration day speech” had more than a third of its shares of the daily news market value increase in that week compared to the previous week, according to data from The New York Times.
In fact, the headline alone on the front page of the newspaper was more than four times the share of the market value of the rest of the story.
The same story had a bigger share of daily market value increases on the second page than on the first page, according the data.
“The headline is more important than the content, and the content is what matters,” Mark Johnson, the chief executive of research firm RBC Capital Markets, told Recode.
“The headline will make you click on the story.”
The story on the most-read page of any site is what drives the traffic, Johnson said.
But that same story may not have the most impact if it doesn’t have a lot of people clicking on it.
“People are looking for something more substantive and newsworthy,” Johnson said, “and if you’re not on top of the headlines, then you’re just doing it for clicks.”
The report found that headline news in January was the most widely-shared story of the year, beating out all of the major stories on other days.
“News is more interesting than ever,” said Johnson.
“You don’t want to be just another headline story.”
The headline news has been a key part of the Trump administration’s strategy to try to win back voters.
The president has repeatedly accused news organizations of peddling “fake news,” and on Friday he tweeted: “The FAKE NEWS media (failing @nytimes, @ABC, @CBS, @CNN) is the enemy of the American people.
They are working so hard to convince the American public that I am unfit to be President.
We are the enemy!”
The New York Post’s headline on the day of Trump’s inauguration was even more important: “President Trump: Fake News is ‘the enemy of our people,'” with its share of all daily market values increase in the week leading up to January 27.
That story had the most daily market gains in January, beating the top-ranked stories on the newsstands.
“That’s not good for the president,” Johnson explained.
“If you’re a media organization and you’re going to run a story that is going to be critical to the president’s reelection, that’s going to make you look like you’re in the pocket of the president.”
It’s not just news that drives the headlines on the daily market.
Some news organizations are also more likely to run stories that are less relevant to the broader conversation, such as an article on a story about a woman who was sexually assaulted, Johnson noted.
That could be a reason why a headline like, “Women in the world of Hollywood are taking advantage of Donald Trump’s misogyny to get free publicity” was the top story on January 25, the report found.
The piece was shared more than twice as often as any other story on any of the news sites on the week, and it also had a larger share of market value gains than any other headline on any other day.
Johnson said the headlines may also be a factor in why some people might click on stories on a daily basis.
“It’s very much about who is in the news, and who is the most compelling,” he said.
“What’s the story that’s most interesting?”