The start of Jonathan Parry’s very enlightening LRB review of The Chief: The Life of Lord Northcliffe by Andrew Roberts (1 December 2022; archived):
‘Do dogs commit suicide?’ ‘Can monkeys smoke?’ ‘An electrical flying machine?’ Those who were intrigued by such matters in 1888 sought enlightenment from a new weekly magazine, Answers to Correspondents, which also explained ‘How to Cure Freckles’, ‘Terrors of Top Hats’, and ‘The Destiny of Lost Luggage’. The magazine’s title wasn’t quite accurate, since the answers were rarely definitive and most of the questions actually derived from the fertile brain of the editor, the 22-year-old Alfred Harmsworth. He quickly realised how to generate ‘talking points’ that would boost the paper’s circulation. The third issue addressed the mystery ‘Do Jews ride bicycles?’ with an assurance that the editor, a keen cyclist for many years, had never met a fellow enthusiast ‘of the Hebrew persuasion’. Within weeks he had been refuted by Alfred Cohen, a cycling club treasurer, among other genuine correspondents who produced lists of medal-winning Jewish riders. The paper itself was now a ‘talking point’. Eight years later, Harmsworth imported this technique into his most significant creation, the Daily Mail. In 2012, the journalist John Rentoul produced a satirical essay on the art of the newspaper headline called Questions to Which the Answer Is ‘No!’ It was a homage to Harmsworth, the Mail and their many imitators.
Cf. Betteridge’s law of headlines, which apparently has only been so called since 2009, “although the principle is much older.”
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