The Art of Good Headline Writing

Headline Writing as an Art:Original, duh titles -- headlines “Away We Go” (title of famous musical)

"Oklahoma!"

Headline Writing as an Art:Original, duh titles -- headlines “$3,000” (title of Julia Roberts movie)

"Pretty Woman"

Headline Writing as an Art:Original, duh titles -- headlines “Tomorrow Is Another Day” (title of famous

novel and then movie)

“Gone With the Wind”

Headline Writing as an Art

August Rodin, asked how to sculpt an elephant, is said to have responded:

Take a big block of marble and carve away everything that doesn't look like an elephant.

Carving Away Everything That Does Not Look Like a Headline Toss some words up on the screen. View them like a lump of formless clay. At first, disregard the "count" and write the

head the way you would like it to appear.

Carving Away Everything That Does Not Look Like a Headline Then begin to carve away. Make as few changes as possible to fit the

headline. But stay close to your original thought:

Drop the most expendable words Switch to better-fitting words A thesaurus or your synonym finder may help.

Carving Away Everything That Does Not Look Like a Headline Identify the key angle and key words. Follow the checklists that help achieve

consistency and quality.

Carving Away Everything That Does Not Look Like a Headline Recognize that headlines tell the story best

when they are:

1. Clear

2. Specific

3. Precise

4. Dense with information.

Headline Writing as Art – Reaching for a Higher Level Try brain-storming around word association

To approach the headline from less obvious tangents Come up with some key words

Free associate internally Free associate while digging through reference texts

A dictionary A thesaurus An encyclopedia A book of quotations

Headline Writing as ArtGood Wordplay vs. Bad Wordplay Good wordplay:

Uses contrast Twists a phrase Twists a cliché Pleases the ear Does not rely solely on alliteration or assonance

Headline Writing as ArtGood Wordplay vs. Bad Wordplay Bad wordplay:

Is a groaner of a pun

Magnet Manufacturer Attracts Earnings

Is an obvious thread-bare cliché Relies solely on alliteration or assonance

Feds Find Fraud at Fannie

Headline Writing as Art – Example of Bad Wordplay This example is adapted from the editing blog

FirstDraft – at www.timporter.com/firstdraft/

Here's to You, Cliché Writers Everywhere The death of actress Ann Anne Bancroft this

week produced a gaggle of "Mrs. Robinson" headlines - and the subsequent send-up of same by sharp-eyed (and sharp-tongued) headline watchers.

They rightly skewer the "Here's to You" heds as predictable clichés.

Here's to You, Cliché Writers Everywhere Nicole Stockdale, a copy editor, rounds up a collection of Mrs.

Robinsons heds on her blog, A Capital Idea:1. Here's to you, Mrs. Robinson (Atlanta Journal-Constitution 1A

promo)2. To you, Mrs. Robinson (San Antonio Express-News 1A promo)3. Here's to you, Mrs. Robinson (St. Paul Pioneer Press)4. Here's to you, Anne Bancroft (USAToday.com)5. And here's to you, Ms Bancroft (London Times)6. Here's to you, Mrs Bancroft (The Age of Australia)7. So here's to you, Mrs Robinson ... (Scotsman.com)8. 'Graduate' co-star dies: Here's to you, Mrs. Robinson (San

Jose Mercury News)9. And Here's to You... Remembering Anne Bancroft (Slate)

Headline Writing as Art

Story about a police dog retiring from the force.

Key Words?

1. Long arm of the law

2. Bow out

3. Dogs = bark – bowwow

Headline Writing as Art

Long paw of the law bowwows out

Headline Writing as Art

Roller coaster manufacturers tout their new, much more exciting products for the upcoming summer season. The most exciting ever, they say.

Key Words?

1. Roller coasters

2. Promoters / Carnival & Fairs = barkers

3. Promise / assure = vow

Headline Writing as Art

Roller coaster

barkers

vow wows

Story about school district banning prayers at graduations

Key words?

1. Schools ordered/told/commanded not to allow prayers

Think about it – write one in your head.

Thou shall not pray at graduations

Headline Writing as Art

Babies go from drug exposure to hug exposure

Headline Writing as Art

Radio waives fidelity to factsContest loser takes exception to station’s deception

Headline Writing as Art

Catch a wave and a viral-caused infectionPollution has ruined Malibu beach, water lovers say

Headline Writing as Art – Now, you try Subject: A story about high school boys caught looking

through a hole in a shower wall at girls in the locker room next door.

Boys get in trouble. Story reports that the girls were very angry with their fellow

students. Write down some key words Write a headline Send me a copy of your headline by e-mail by Monday at

9 a.m. Work together if you like – put all your names on

submission