1. Read the following excerpt:
“The story is the package, the headline is its wrapping. The reader has got to be intrigued enough to want to get inside; it’s the headline’s job to intrigue.”
-Nancy Kruh, Senior Staff Writer, Dallas Morning News
Explain what this quote
means to you.
Do you agree or disagree?

2. In your opinion, what makes a headline good
In your opinion, what makes a headline good? List at least three qualities.

3. Headline Writing

4. One-, Two-, and Three-Line Headlines

5. One-, Two-, and Three-Line Headlines

6. One-, Two-, and Three-Line Headlines

7. One-, Two-, and Three-Line Headlines

8. One-, Two-, and Three-Line Headlines

9. Deck (Underline Headline)
small headline below main headline

10. Kicker (Overline Headline)
small headline above the main headline

11. Hammerhead
a large (typically) one- or two- word headline used above a smaller, more detailed headline below it

12. Wicket
a longer headline over a larger one- or two-word headline

13. contains two smaller lines of text next to larger text
Tripod Headline
contains two smaller lines of text next to larger text

14. Jump Headline
written on the second page of an article after it “jumps”  often identified by a single key word or short phrase  rarely repeats exactly from the first page

15. Headline Arrangement Rules

16. an infinitive (to-) to dance to come to be to run
In multi-line headlines, do not split the following between lines:
an infinitive (to-)
to dance
to come
to be
to run

18. a word with a hyphen * merry-go-round * six-year-old child
In multi-line headlines, do not split the following between lines:
a word with a hyphen
* merry-go-round
* six-year-old child
* well-respected scholar
* seven-time winner

21. a proper name * Donald Trump * Ms. Pastor * “Project Runway”
In multi-line headlines, do not split the following between lines:
a proper name
* Donald Trump
* Ms. Pastor
* “Project Runway”
* California Pizza Kitchen
* “60 Minutes”

23. Adjectives/adverbs and words they modify
In multi-line headlines, do not split the following between lines:
Adjectives/adverbs and words they modify
* helpful friend
* walk slowly
* sad movie
* work successfully
* sing beautifully

25. Tense Rules:
Write in present tense if the event has already happened.
Use infinitive (to + verb) to show that something will happen in the future.

30. Rules to Save Space:
Keep capitalization to a minimum. Headlines are in downstyle, like a sentence.

31. Note: The New York Times uses upstyle, capitalizing all significant words in the headline.

32. Rules to Save Space:
Keep punctuation to a minimum. So, use single quotes instead of doubles.

34. Rules to Save Space:
Use numerals for numbers other than one (2, 3, etc.).

35. Rules to Save Space:
Avoid a, an and the.

37. RANDOM HEADLINE RULES
Do not write LHS in a headline
Avoid questions (unless they’re really witty)
Each headline should include at least one verb

38. THE 2 GOLDEN HEADLINE RULES
A headline should be based on the MAIN MESSAGE of the article OR a SPECIFIC PIECE OF INFORMATION FROM THE ARTICLE
There should not be any information in the headline that is not in the article.

39. Literary Terms Used in Headlines
Alliteration: repetition of consonant sounds at the beginning of words located close to each other
EXAMPLE: Sally Sells Sea Shells.
Allusion: a reference to a work of art (literature, film, TV show, etc.)
Antithesis: use of opposite words close to each other
EXAMPLE: His moods run hot and cold.
Pun: play on words
EXAMPLE: “There’s a Bun in the Oven” headline for review of a bakery
There’s also Rhyme and Repetition.

41. After 2 Hours and 10 Minutes, the Victory Margin Is 3 Seconds
(NYTIMES, 11/6/17)

53. Additional Observations
NOTE: not every
headline needs
to be witty