Skimming Isn’t Knowing

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Newser is an aggregator with an attitude.

Face it: there’s too much news. At Newser, we choose the most important stories from hundreds of US and international sources and reduce them to a headline, picture, and two paragraphs. And we do it 24/7–you can come back morning, noon, night (and in between) for something new that matters. Read less, know more.

From a purely marketing standpoint, “Read less, know more” isn’t a bad tagline. But it is loaded. The line assumes we’re drowning in data and that Newser’s condensed product is the lifeline we need to get to shore.
It’s a provocative line, but unbelievable. “Read more, know more” is more like it.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.