Annoying Journalism

In today’s Scotland on Sunday, there’s an article about Wolfson (Scotland’s pre-eminent technology company) bearing the headline:

Wolfson struggle to reach next level

When you actually read the article, however what you find is that Wolfson are expected to predict a sales increase in the second half of the year in their annual results due on Wednesday.

There’s also a quote from an analyst saying that Wolfson need to focus on the big customers in order to “pass the 3% market threshold towards 5% in 2007”. That’s all — it doesn’t say that Wolfson will struggle to do that, it only says that’s what they need to do to maintain the respect of that particular analyst. (I can only assume that Wolfson has been on 3% market share for some time or something like that.)

So how does the word “struggle” make it into a headline for a company which is expected to announced sales increases and for which an analyst provides the startling recommendation that they sell more stuff this year?

Tags: business, scotland