In fact, sometimes being coy is a turnoff, especially with a niche audience. Eater certainly qualifies in this category. The headlines here that work best strike the right balance between being too coy (a la Upworthy) and not coy enough (a la the Associated Press).
At a recent panel, Eater’s e-newsletter editor, Jenny Zhang, provided a couple of before-and-after examples. (Via Twitter, she subsequently provided the numbers.)
Zhang also provided a couple of nonnewsletter examples:
