A couple of years ago I wrote about how the CBC was A/B testing different headlines on its local news website. They’re back at it again today, testing the headlines “P.E.I. plastic bag recycling cut ‘to almost nothing’ by ban” and “P.E.I. plastic bag recycling troubles disappear with ban” on this story:

Using the little hack I wrote back when this first appeared, you can see which headline is “winning” (which is to say “most clicked upon by readers”):

I’d love to sit in on the meeting where the results of this test were discussed: if “to almost nothing” is the winner, what would the instruction to headline writers be?