Azbee Awards

Entry Details

About the Entry

Category:
All Content > Overall Headline Writing > Mid Atlantic

Title of entry:
Packaging Dive unpacks its headline strategy

Issue or Publication date:
11/3/23, 6/5/23, 8/11/23, 4/24/23, 4/6/23, 8/31/23, 10/31/23, 11/20/23, 12/7/23

Publication name:
Packaging Dive

Publishing/parent company:
Industry Dive

View Website home page:
https://www.packagingdive.com/

Description of the enterprising work that went into this entry and its significance or impact on readers:

Packaging Dive covers the business, regulatory and sustainability trends driving the packaging industry, with a primary focus on manufacturers and brands with business in the U.S.

In packaging, headlines deserve to be a little outside the box. As a new publication that launched this year in a field of well-established competitors, we wanted to stand out while covering a news cycle that can often be highly technical. The space also is rife with buzzwords and sustainability jargon, which we aim to avoid in headlines. Instead, we try to use clear language while also building interest that encourages readers to click on a story and read, like the Q1 earnings preview story “Early earnings indicators point to wrinkles in the wrappers.”

We also look for ways to convey tension, industry dynamics and broader applicability, but with an appropriate amount of wordplay such as our stories on the milk carton shortage (“Milk suppliers sour over carton shortage”) and hotel toiletry market (“Single-use plastic packaging may be checking out of the hotel toiletry market”).

To achieve these results, we provide at least three headline ideas with each story we file. We collectively workshop them during the copyediting process to identify one that feels the most appealing to readers and aligns with our newsroom’s SEO guidance.

We see stronger reader engagement on stories featuring the most carefully crafted headlines and have seen this work prompt more sharing on social media platforms such as LinkedIn. We’ve also enjoyed bringing a bit more levity to a sector that can appear dry while still maintaining an appropriate tone as we grow our presence and distinguish ourselves from competitors.

Links to entry URLs

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Packaging Dive unpacks its headline strategy

Description

Publication name:
Packaging Dive

Publishing/parent company:
Industry Dive

Winner Status

National Gold Award