1. COPY – Day 12 writing headlines #2

2. headline writing Copy ASSIGNMENT: Write 5 TEASERS for a spread about a celebration of Mole Day (6.02 x 1023). (This is the dominant photo.) ASSIGNMENT:

3. headline writing Copy

4. captures & keeps readers with clever diction & clear details reflects the dominant photo’s content VERBAL VISUAL (an entry point) uses type creatively HEADLINES

5. headline writing Copy Identify content Tell something specific about the season, event, etc. Capture the readers’attention HEADLINES

6. headline writing Copy HEADLINE ANATOMY Primary headline – the Teaser Intrigues the reader visually and/or verbally (larger than anything else on the spread.) Provides information specific to the year & identifies the spread’s focus (subject and verb are needed.) This is smaller then the primary head. Secondary headline – the Teller

7. headline writing Copy secondary headline TELLER Homecoming Reign Delay Game, field coronation come to a thundering halt label primary headline TEASER Identify content? Captures the readers’attention? HEADLINE ANATOMY Tells something specific about the event?

8. Quote for a secondary When the first notes of the fight song were punctuated by a crash of thunder, the marching band retreated for cover under the stands. A record 1.9 inches of rain fell in less than an hour. “ We use the 30- 30 Rule to insure the safety of the students and fans,” athletic director Kevin Brewster said. “When the flash to thunder count approaches 30 seconds, everyone is undercover.” “At first, I enjoyed the light show, but when I realized that the storm would probably cancel the game & the half-time ceremony, I was depressed.” -junior Jonah Martin Reign Delay This example uses the first paragraph to summarize the event. It is set in larger type than the copy.

9. headline writing Copy Homecoming fans experience Wet, Wild Washout Thunder, lightning cause Homecoming BASH to CRASH Get a Reign Check Homecoming ceremony washes out Lightning storm destroys Homecoming RealReign Wreck TELLERS

10. headline writing Copy EXAMPLES

11. EXAMPLES

12. Refine headlines for strong appeal Keep headlines factual; no editorializing Use fresh, active verbs Eliminate unnecessary words Use a comma instead of “and” Don’t break “grammatical go-togethers” Use single quote marks in headlines Write headlines in present tense Avoid school name, initials, mascot Maintain style consistency EDITING GUIDELINES