Nick Hagar

selected publications

1. DJ

   Anticipating Attention: On the Predictability of News Headline Tests

   Hagar, Nick, Diakopoulos, Nicholas, and DeWilde, Burton

   Digital Journalism 2021

   Abs PDF

   Headlines play an important role in both news audiences’ attention decisions online and in news organizations’ efforts to attract that attention. A large body of research focuses on developing generally applicable heuristics for more effective headline writing. In this work, we measure the importance of a number of theoretically motivated textual features to headline performance. Using a corpus of hundreds of thousands of headline A/B tests run by hundreds of news publishers, we develop and evaluate a machine-learned model to predict headline testing outcomes. We find that the model exhibits modest performance above baseline and further estimate an empirical upper bound for such contentbased prediction in this domain, indicating an important role for non-content-based factors in test outcomes. Together, these results suggest that any particular headline writing approach has only a marginal impact, and that understanding reader behavior and headline context are key to predicting news attention decisions.

2. M&C

   Optimizing Content with A/B Headline Testing: Changing Newsroom Practices

   Hagar, Nick, and Diakopoulos, Nicholas

   Media and Communication 2019

   Abs PDF

   Audience analytics are an increasingly essential part of the modern newsroom as publishers seek to maximize the reach and commercial potential of their content. On top of a wealth of audience data collected, algorithmic approaches can then be applied with an eye towards predicting and optimizing the performance of content based on historical patterns. This work focuses specifically on content optimization practices surrounding the use of A/B headline testing in newsrooms. Using such approaches, digital newsrooms might audience-test as many as a dozen headlines per article, collecting data that allows an optimization algorithm to converge on the headline that is best with respect to some metric, such as the click-through rate. This article presents the results of an interview study which illuminate the ways in which A/B testing algorithms are changing workflow and headline writing practices, as well as the social dynamics shaping this process and its implementation within US newsrooms.

3. NMS

   Writer Movements between News Outlets Reflect Political Polarization in Media

   Hagar, Nick, Wachs, Johannes, and Horvát, Emőke-Ágnes

   New Media & Society 2021

   Abs PDF

   Digital news outlets rely on a variety of outside contributors, from freelance journalists, to political commentators, to executives and politicians. These external dependencies create a network among news outlets, traced along the contributors they share. Using connections between outlets, we demonstrate how contributors’ publishing trajectories tend to align with outlet political leanings. We also show how polarized clustering of outlets translates to differences in the topics of news covered and the style and tone of articles published. In addition, we demonstrate how contributors who cross partisan divides tend to focus on less explicitly political topics. This work addresses an important gap in the media polarization literature, by highlighting how structural factors on the production side of news media create an ecosystem shaped by political leanings, independent of the priorities of any one person or organization.