Dallas bookstore uses clickbait headlines to promote classics

By Ben Hooper Contact the Author   |  March 28, 2017 at 11:22 AM
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March 28 (UPI) -- A Dallas bookstore is drumming up interest in classic literature and "you'll never guess" how -- using clickbait headlines.

The Wild Detectives bookstore said its "litbait" campaign, using social media posts with clickbait-style headlines, has led to a 14,000 percent boost in traffic for their website, which hosts the full texts of the classic novels.

"He befriended a bear when he was a kid and fate reunites them years later," the store's litbait headline for Rudyard Kipling's The Jungle Book reads.

"You'll never guess what happened to this Kansas teen after a tornado destroys her home," reads the headline for L. Frank Baum's The Wizard of Oz.

"You fell for the bait, now fall for the book," the website says after social media users have clicked through to the texts.

Bookstore worker Andres de la Casa Huertas said many social media users reacted predictably to finding the truth behind the litbait.

"They felt tricked of course," he told CNN. "But it was a good outcome."

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