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Will You Tweet This Post? Study of 7,500 NYT Stories Finds Long, Happy Pieces Most E-Mailed

In Media on February 9, 2010 at 9:22 am
NEW YORK - FEBRUARY 14:  The New York Times he...

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Which New York Times stories are most e-mailed? Short, punchy ones? Not so, writes the Times’ John Tierney:

Researchers at the University of Pennsylvania have intensively studied the New York Times list of most-e-mailed articles, checking it every 15 minutes for more than six months, analyzing the content of thousands of articles and controlling for factors like the placement in the paper or on the Web home page.

The results are surprising — well, to me, anyway. I would have hypothesized that there are two basic strategies for making the most-e-mailed list. One, which I’ve happily employed, is to write anything about sex. The other, which I’m still working on, is to write an article headlined: “How Your Pet’s Diet Threatens Your Marriage, and Why It’s Bush’s Fault.”…

But it turns out that readers have more exalted tastes, according to the Penn researchers, Jonah Berger and Katherine A. Milkman. People preferred e-mailing articles with positive rather than negative themes, and they liked to send long articles on intellectually challenging topics.

Perhaps most of all, readers wanted to share articles that inspired awe, an emotion that the researchers investigated after noticing how many science articles made the list. In general, they found, 20 percent of articles that appeared on the Times home page made the list, but the rate rose to 30 percent for science articles, including ones with headlines like “The Promise and Power of RNA.”

They’re seeking emotional communion, Dr. Berger said. “Emotion in general leads to transmission, and awe is quite a strong emotion,” he said. “If I’ve just read this story that changes the way I understand the world and myself, I want to talk to others about what it means. I want to proselytize and share the feeling of awe. If you read the article and feel the same emotion, it will bring us closer together.”

  1. Awe trumps snark? That’s refreshing! But interesting that people like to share intellectually-challenging stories. Look how I’m not wasting my time on mindless, cynical drivel.

  2. I’ve been very surprised — and relieved, as I’m not about to re-invent my writing at this point — to see this pattern in my own blogging here. With more than 450 posts, my top ten include some of my longest and thoughtful ones. Two of them even deal with death and violence, but not in a stupid way.

    I think people are sick to death of silly, snarky and cynical. I am forever hungry for intellectual challenge — not just the eternal tennis-match of politics.

  3. [...] Study: Long, happy articles are most-emailed by readers [...]

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