Headline Writing

All Headlines Should… Use active verbs; omit forms of the verb be Survey reveals smoking common among teens (Kirkwood Call) Use present tense (or future tense if the article is about future events) Butterfly sculptures provide inspiration and expression (Clayton Globe) Use a subject and a verb Rise in Gas Prices Fuels Concern (Marquette Messenger) Avoid editorializing (unless an opinion piece) Pioneers come back to defeat the Penguins in the fourth quarter (Kirkwood Call) Make sure the headline spans the entire length of the article

All Headlines Should… Avoid ambiguity OKOfficer shoots knife-wielding man NOT OKOfficer shoots man with knife Leave out a, an, and the OKStudent Council plans retreat NOT OKThe Student Council plans a retreat Use a comma in place of “and” unless part of a name OKBand, choir win sweepstakes award NOT OKBand and choir win sweepstakes award Keep related words on the same line (adjectives and nouns, prepositions and their objects, helping verbs and verbs, etc.) OK Chamber Choir Cruises to Bahamas for Festival NOT OKChamber Choir Cruises to Bahamas for Festival

Variations and Design Tips 1. Single Line/multi-line Headline: This is the main headline and it is visually dominant. Federal government lacks financial responsibility Federal government lacks financial responsibility when it dealing with the fiscal cliff, American taxes 2. Wicket: A multiple line headline with a secondary headline above the primary headline; could be a quote (typical a smaller font to the right) Five days left before the United States meets the fiscal cliff Federal government lacks financial responsibility “We’re likely to go over the cliff if politicians can’t play right,” said republican senator George Hopkins. Federal government lacks financial responsibility

Variations and Design Tips 3. Hammer: A multiple line headline with a word or phrase above the primary headline (typically larger font) Going off the deep end Federal government lacks financial responsibility Close Call Federal government lacks financial responsibility 4. Kicker: A multiple line headline with a primary headline above a word or phrase that is dominant in size Federal government tries to avoid fiscal cliff Going off the deep end

Variations and Design Tips 5. Tripod: The primary is printed in large type and balanced against the two line secondary head, printed in smaller type. Saying Goodbye: Let it Rain: Larson retires as superintendent Five Inches of pouring rain doesn’t dampen Lollapalooza Festival

Tactic #1: Use color for emphasis

Tactic #2: Place words within words to mimic the idea portrayed

Tactic #3: Odd angles/tilts

Tactic #4: Use interesting font sparingly to show emotion

Tactic #5: Put pictures in the text