Clickbait: The changing face of online journalism
It is a golden rule of journalism, taught to any news reporter at the beginning of their career - your introduction should grab the reader straight away.
If you cannot hold someone's attention for a sentence, you have no hope of getting them to read the rest of your article.
The same is true for headlines; stark, witty or intriguing ones can draw the reader's eye to a story.
Headline writing has long been considered a skill but, in the digital age, a new word has become synonymous with online journalism - clickbait.
Put simply, it is a headline which tempts the reader to click on the link to the story. But the name is used pejoratively to describe headlines which are sensationalised, turn out to be adverts or are simply misleading.
Publishers increasingly use it for simple economics; the more clicks you get, the more people on your site, the more you can charge for advertising.
A report by the Columbia Journalism Review highlighted the case of online magazine Slant, which pays writers $100 per month, plus $5 for every 500 clicks on their stories.
