I have a confession.
I absolutely love clever word play.
Puns, turns of phrases, neologisms, Spoonerisms, etc… I love them all.
I just don’t use them in headlines.
Browsing through the latest issue of Wired (yes, the actual paper magazine!), I noticed the title of the feature article by Dan Pink on Manga, the Japanese illustration style for comics.
Now that’s a really clever title. The use of a homonym to make reference to the corporate dominance Japan enjoyed in the 1980s in the context of Manga made me smile. And I would expect no less from Mr. Pink.
But you wouldn’t want to use that as an attraction headline on the cover. And that’s why Wired didn’t.