Alex Fleming-Brown

Scroll model: confessions of a clickbait writer

issue 02 November 2024

Working on a ‘trending’ news desk is the journalistic equivalent of being a battery-farmed hen. When I was still at university, I wrote pieces for one of the most-visited clickbait news sites in the UK, which boasts 300 million followers worldwide. My brief was to pump out a 400-word article in 45 minutes, every 45 minutes, for nine hours straight.

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