1. Getting Headlines To Fit Better off starting a headline without too much concern for fit

2. Step 1: Read story carefully, looking for strong angles and colorful verbs

3. Step 2: Type in nonsense words to get an idea of how many words you can have

4. Step 3: Concentrate on writing the best possible headline, coming as close to using the number of words you estimated in Step 2. DO NOT go on to Step 4 until you have a first-rate headline

5. Step 4: Use your computer or count your headline to see how close you are

6. Step 5: Try substituting shorter or longer words – look for new angles in story if too short

7. Step 6: Bump the size of your head a little, little smaller or a bigger than ordered *** Don’t think you can solve all your problems by changing the size of text

8. Step 7: You can have your computer squeeze or expand heads a little (kerning), process makes for an additional letter or two

9. Step 8: If head still doesn’t fit, it’s time to look for a new angle

10. Counting Headlines See Appendix 2 flirt system: f,l,i,r,t are counted as ½ unit. Most other lowercase letters count 1 unit, except m,w, which count 1½. Most capital letters count 1½, except, M,W, which count 2. Small punctuations marks count ½ each, fat ones count 1½. Space counts one.

11. Standard Method Lowercase letters 1 unit; Uppercase 1 ½ Exceptions: –f, l, i, t and j = ½ –Lowercase m and w = 1 ½ –Uppercase M and W = 2 –Spaces = ½ –Punctuation = ½ –Uppercase I or L and numeral = ½

12. Unless a special effect is desired, each line should fill at least two-thirds of the maximum type-line width, and some editors insist that each line come within two units of the maximum

13. Headline order (2-30-2K) This equals two columns, 30-point type, 2 lines with a kicker