Headline Writing Do’s and Don’ts

1. Headline Writing Do’s and Don’ts Courtesy of Candy Birch

2. What is a Headline? • A headline is a line of copy that serves as a title for a story. It is written in larger type above the story. • A subhead is a miniheadline that gives more information about the story’s content.

3. Headline Do’s • Read the article, especially the opening paragraphs, to understand the purpose and main idea. • Give the most general, overall focus/summary of the story. • Remember that the headline may be the only reason the reader decided to read the story (Entry point.)

4. Headline Do’s • Avoid headlines that can have more than one interpretation. • Limit the number of words – 6 to 10, generally. • Use strong, active verbs. (To be verbs are generally understood, but not written out.)

5. Headline Do’s • Use present tense verbs • Express a complete thought. • Headlines usually read like simple sentences. • Use a secondary headline – or subhead – to convey an additional idea of a story.

6. Headline Do’s • Substitute a comma for the word “and” • Capitalize only the first word and proper nouns and adjectives. (The rule can be waived if your newspaper’s style is for up-style headlines.) • Write a headline that is grammatically correct.

7. Example Headlines • New burger targeted for McLean times • Pianist keeps city’s singers in good tune • Halloween scares up snow across much of Kansas • Dr. Seuss, man of rhyme and reason, dies at 87

8. Headline Don’ts • Mislead the reader about the content of the article. Avoid downplay, exaggeration, sensationalism. • Use the name of the school unless it’s absolutely necessary. • Use the verbs “participate” or “experience”

9. Headline Don’ts • Use labels or phrases for headlines. • Put a period at the end of a headline. • Use names, unless very well recognized. Use grades or positions instead. • Use abbreviations or slang.

10. Headline Don’ts • Trivialize a serious story with the inappropriate use of puns or other word play • Separate words that belong together in a phrase. (All words in infinitives and prepositional phrases should be on one line.)

11. Headlines that went wrong • Doctor Testifies in Horse Suit • Men Recommend More Clubs for Wives • Ike says Nixon Can’t State Pat • Collegians are Turning to Vegetables • Deaf Mute Gets New Hearing in Killing

12. Headlines that Went Wrong • 4-H Girls Win Prizes for Fat Calves • Farmer Bill Dies in House • New Study of Obesity Looks for Larger Test Group • Woman Improving After Fatal Crash • Include your Children When Baking Cookies