<http://schema.org/headline>
"Scrapping DVDs is good for the environment\u2014but not as good as you&amp;#8217;d think"^^<http://www.w3.org/2001/XMLSchema#string>
<http://qz.com/214461/scrapping-dvds-is-good-for-the-environment-but-not-as-good-as-youd-think/>