+
Most Shared

How one book store brilliantly used clickbait to get people reading fiction.

Fewer people are reading fiction than ever before.

According to a report from the National Endowment for the Arts, the percentage of U.S. adults who read literature fell to the lowest level recorded since the group started tracking the statistic in 1982. It's anyone's guess as to why we're spending less time reading for fun, but one theory is that people are simply spending more time online and don't make time for books.

Photo by Peter Macdiarmid/Getty Images.


Last year, Dallas bookstore The Wild Detectives tested out a unique approach to getting people interested in the literary classics: clickbait.

Yes, clickbait. It worked for internet posts, but would it get people to read Hemingway? That's what The Wild Detectives wanted to find out.

The premise for the experiment was simple: They took beloved pieces of literature and gave them modern clickbait titles. For example, "The Jungle Book" became "He befriended a bear when he was a kid and fate reunites them years later." "Dracula" became "Romanian man discovers shocking fact about garlic that will give you nightmares," and "Frankenstein" became "German doctor becomes first to perform full body transplant."

The Wild Detectives didn't stop there — they actually tested these headlines on Facebook. People who clicked on the posts were taken to the full text of the public domain stories, which the store uploaded to its Medium profile.

"When it's OKAY to slut shame single mothers" describes the plot of Nathaniel Hawthorne's "The Scarlet Letter" pretty well. Photo from The Wild Detectives/YouTube.

The coolest part of this campaign wasn't just the cheeky titles and Facebook trickery, but rather, that it netted some majorly positive results. According to the store's case study, they experienced a 150% increase in engagement with their Facebook posts and a 1,400% increase in traffic to their website.

The store did it for brand awareness, and it clearly paid off.

"British guy dies after selfie gone wrong" might be the nudge you need to pick up Oscar Wilde's "The Picture of Dorian Grey." Photo from The Wild Detectives/YouTube.

Why go through so much trouble to encourage people to read fiction? Does it really matter what people read?

Aside from being a good way to spend some extra time, reading literary fiction actually serves a pretty important purpose in building empathy.

A number of recentstudiesconcluded that literary fiction plays a role in developing the necessary skills to be able put ourselves in someone else's shoes. According to a study by Keith Oatley, the director of the Cognitive Science program at the University of Toronto, the act of reading fiction helps build empathy due, in part, to the way people engage with stories on an emotional and analytical level as well as the content of books themselves.

"Fiction can be thought of as a form of consciousness of selves and others that can be passed from an author to a reader or spectator, and can be internalized to augment everyday cognition," wrote Oatley.

"Teenage girl tricked boyfriend into killing himself" captures the essence of Shakespeare's "Romeo and Juliet." Photo from The Wild Detectives/YouTube.

Empathy is essential in helping create a better, more livable world.

Social skills are a key factor in predicting how successful someone will be in life. Empathy is a driving force behind social change, and it's what makes up the very foundation of civil society.

If building these skills relies on picking up the occasional book or two, we should celebrate acts of innovation like The Wild Detectives' "Litbaits" campaign that aim to reignite a passion for reading. After all, it's for the sake of humanity.

Learn more about what made Litbaits the success it is in the video below:

Family

Professional tidier Marie Kondo says she's 'kind of given up' after having three kids

Hearing Kondo say, 'My home is messy,' is sparking joy for moms everywhere.

Marie Kondo playing with her daughters.

Marie Kondo's book, "The Life-Changing Art of Tidying Up," has repeatedly made huge waves around the world since it came out in 2010. From eliminating anything that didn't "spark joy" from your house to folding clothes into tiny rectangles and storing them vertically, the KonMari method of maintaining an organized home hit the mark for millions of people. The success of her book even led to two Netflix series.

It also sparked backlash from parents who insisted that keeping a tidy home with children was not so simple. It's one thing to get rid of an old sweater that no longer brings you joy. It's entirely another to toss an old, empty cereal box that sparks zero joy for you, but that your 2-year-old is inexplicably attached to.

To be fair, Kondo never forced her way into anyone's home and made them organize it her way. But also to be fair, she didn't have kids when she wrote her best-selling book on keeping a tidy home. The reality is that keeping a home organized and tidy with children living in it is a whole other ballgame, as Kondo has discovered now that she has three kids of her own.

Keep ReadingShow less
Pop Culture

13-year-old ventriloquist sings incredible, sassy version of 'You Don't Own Me' on 'AGT'

Ana-Maria Mărgean only started her hobby in 2020 and is already wowing audiences on "America's Got Talent."

America's Got Talent/Youtube

Ana-Maria Mărgean singing "You Don't Own Me" on "America's Got Talent"

It’s not every day a ventriloquist act is so jaw-dropping that it has to be seen to be believed. But when it does happen, it’s usually on “America’s Got Talent.”

Ana-Maria Mărgean was only 11 years old when she first took to the stage on “Romania’s Got Talent” to show off her ventriloquism skills, an act inspired by videos of fellow ventriloquist and “America’s Got Talent” Season 2 champion Terry Fator.

Using puppets built for her by her parents, the young performer tirelessly spent her quarantine time in 2020 learning how to bring them to life, which led to her receiving a Golden Buzzer and eventually winning the entire series in Romania.

Mărgean is now 13 and a competitor on this season of “America’s Got Talent: All-Stars,” hoping to be crowned the winner and perform her own show in Vegas, just like her hero Fator.

Keep ReadingShow less
All illustrations are provided by Soosh and used with permission.

I have plenty of space.

This article originally appeared on 04.09.16


It's hard to truly describe the amazing bond between dads and their daughters.

Being a dad is an amazing job no matter the gender of the tiny humans we're raising. But there's something unique about the bond between fathers and daughters.

Most dads know what it's like to struggle with braiding hair, but we also know that bonding time provides immense value to our daughters. In fact, studies have shown that women with actively involved fathers are more confident and more successful in school and business.

Keep ReadingShow less
Photo by Tyler Nix on Unsplash

A person of color uses a crosswalk.

This article originally appeared on 11.01.17


You missed a study that illuminates the very real dangers of literally "walking while black."

In addition to rogue police officers targeting people of color on the street, a study from Portland State University found that drivers are less likely to stop for black pedestrians.

The study, a follow-up from one conducted in 2014, administered tests using identically dressed black and white volunteers attempting to cross the same intersection. The 2014 study revealed black male pedestrians waited 32% longer than white male pedestrians for cars to stop. The 2017 research expanded on these tests to include black and white women and marked versus unmarked crosswalks.

Keep ReadingShow less
Pop Culture

6 lessons in making life choices based on the wisdom of Warren Buffett

These are the six factors Warren Buffett says he considers when he's making big business decisions.

Warren Buffett speaking at the 2015 Select USA Investment Summit.

True
TD Ameritrade

This article originally appeared on

Warren Buffett isn't just rich. He's known for being ethical, straightforward, and wise. And also generous. Not just with his money but with his ideas.

Buffett straight up spelled out how he makes decisions on how to invest in and acquire businesses in a public letter sent to his shareholders. To be clear: His instincts and insights are what have made him such a rich man. And that's what he's sharing so openly with the world.

These are the six factors Warren Buffett says he considers when he's making big business decisions.

Maybe they could help the rest of us think through some tough decisions in our own lives? Let's see.

Keep ReadingShow less
Nature

Pennsylvania home is the entrance to a cave that’s been closed for 70 years

You can only access the cave from the basement of the home and it’s open for business.

This Pennsylvania home is the entrance to a cave.

Have you ever seen something in a movie or online and thought, "That's totally fake," only to find out it's absolutely a real thing? That's sort of how this house in Pennsylvania comes across. It just seems too fantastical to be real, and yet somehow it actually exists.

The home sits between Greencastle and Mercersburg, Pennsylvania, and houses a pretty unique public secret. There's a cave in the basement. Not a man cave or a basement that makes you feel like you're in a cave, but an actual cave that you can't get to unless you go through the house.

Turns out the cave was discovered in the 1830s on the land of John Coffey, according to Uncovering PA, but the story of how it was found is unclear. People would climb down into the cave to explore occasionally until the land was leased about 100 years later and a small structure was built over the cave opening.

Keep ReadingShow less