As it turns out, journalists didn’t even need to be clever to reap the benefits of such a Web-friendly piece. A few days later, Schwitzer updated his post with a note reflecting the boost in traffic his critique received;

“Each day I work really hard but may reach only relatively small numbers of people with articles that I think are important to try to improve the public dialogue about health care. Today my traffic is through the roof, and it’s all because I had testicles or nuts in my headline. And that, at least temporarily, put me in a prominent position on Google Search. Nuts.”


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Alexis Sobel Fitts is an assistant editor at CJR. Follow her on Twitter at @fittsofalexis.