1. Headline Conventions Every publication has its own style. Up vs. down styles. Action vs. label heads. Feature vs. news heads. Freehand vs. structured head styles. Most pubs have a “hed sked” or headline schedule.

2. Headline Counts Head counts may be around two under limit. Kickers are not counted—just a few words. Overlines, underlines. Every deck head is formally counted. Readouts are brief, sentence-like, not counted. Some Web heads have tight counts; some have none.

3. Headline Orders Head orders have four elements: Columns wide Type size Number of lines Type face Manual: 3-30-1 roman bold Computer: *3301rb. Moon Plummets Into Pacific *

4. Spot Headline Strategy Tracks spot-story model. In main head, usually what happened, why. Decks, why, consequences, what’s next. Focus on main points—know what you want to say. Sometimes main head will take consequences, why, what future holds—particularly folos. Most often action heads. Most often no puns or other funny stuff.

5. Enterprise Headline Strategy Main head should convey nut’s point. Often possible to use opening passage to illustrate. Decks can convey magnitude, significance, consequences of story’s point. Label heads often appropriate. For light, humorous material, heads can reflect irony, puns, humor.

6. Use Strong, Active Language Use Strong Subject-Verb Structures in Action Heads: Moon crashes into Pacific Ocean (yes) Incident Occurs in Pacific Ocean (no!)

7. Label Heads Label heads are just phrases: A Bad Day at Black Rock Going Down a Familiar Road Funk: a sound that’s past its prime In the East, Fears of Imminent Drought Used w/features and news features.

8. Hammer, Kicker Labels Short labels serve as kickers, hammers, etc. Nashville Rebel Jennings Succumbs to Diabetes

9. What Happened? News headlines say what happened, not what didn't: Storm Topples Radio Tower (good) No One Injured in Storm (bad)

10. Present Tense, Mostly Use present tense for both past and present; use future tense for future; use past for history: Clinton Defeats Bush (good) Clinton Defeated Bush (bad) Clinton to define ‘is’ in speech Vietnam was America’s first loss

11. Keep Phrases Together Keep units of thought on the same line; don't separate parts of verbs, nouns, prepositional phrases. County Employees Want Higher Pay (yes) President to Talk on Environment (yuch!)

12. Qualify Where Appropriate Be sure to attribute in headlines that convey opinion or include direct quotes: Board Decision 'Unfair,' Mayor Says (yes) School board’s decision is unfair (no)

13. Single Quotes, Numbers in Heads When you quote in a headline, use single quotes. Richards Labels Bush a 'Jerk' Generally use numerals in heads: Crash kills 3 in Thrall (yes) Crash kills three in Thrall (no)

14. Colons & Dashes Colons and dashes can be used to offset attribution. Bush a 'Jerk'--Richards Richards: Bush a ‘Jerk’ Richards labels Bush ‘Jerk’

15. To Be, or Not to Be Verb forms of "to be" generally may be omitted from heads, though this is changing: Budget Inadequate, Employees Say (good) Budget Is Inadequate, Workers Say (becoming popular)

16. To Conjunct, or Not to Conjunct? You may use a comma to replace the word "and," though conjunctions are showing up more frequently in heads. Bush, Richards Agree to Debate Bush and Richards Set to Debate

17. Articles or Not? Articles (a, an, the) are usually omitted, but many publications are now using them. Sad Day for Coin Collectors (historical) A sad day for coin collectors (more frequent) It’s a sad day for coin collectors (more frequent)

18. DUWA* Avoid obscure acronyms in headlines. IFRS Study Suggests Nothing’s Coordinated Study Finds Randomness Everywhere *Don’t use weird acronyms!

19. Semicolons in Heds Use semicolon to separate independent clauses. Whole Foods profits rebound; rise 34% (wrong) Whole Foods profits rebound, rise 34% (right)

20. Notes Avoid ampersands except in corporate titles. Never use a hyphen at the end of a line.

21. Kickers Big Splash Moon Plunges Into Pacific Ocean *18ib. Big Splash * *336rb. Moon Plunges Into Pacific Ocean * Kicker is usually 18 point, can be other. Just a phrase—not formally counted.

22. Underlines Moon plunges into Pacific Ocean Hawaii missing as Earth wobbles on its axis *4361rb. Moon plunges into Pacific Ocean * Underline *18rb. Hawaii missing as Earth wobbles on its axis *

23. Overlines Hawaii missing as Earth wobbles on its axis Moon plunges into Pacific Ocean *4361rb. Moon plunges into Pacific Ocean * Overline *18ib. Hawaii Missing as Earth wobbles on its axis *

24. Deck Heads Moon dives into Pacific, hits Hawaii Tidal waves set to smash coastal areas *1303rb. Moon dives into Pacific, hits Hawaii * *1243ib. Tidal waves set to smash coastal areas *