writing GREAT writing GREAT headlinesheadlines

Beginning JournalismBeginning Journalism

Headlines are Headlines are important…important…

They tell the reader They tell the reader what the story is what the story is aboutabout..

A good headline lures A good headline lures the reader into the reader into the storythe story and serves as a and serves as a graphic graphic elementelement..

A bad headline can ruin a good story if A bad headline can ruin a good story if it fails to attract the readerit fails to attract the reader..

What’s in a standard What’s in a standard headline?headline?

A headline usually consists of two parts…a A headline usually consists of two parts…a primary headline and a secondary primary headline and a secondary headline (or subhead).headline (or subhead). primary headlineprimary headline grabs grabs the reader’s the reader’s

attentionattention with carefully selected words that with carefully selected words that summarize the story. It is usually large and is summarize the story. It is usually large and is the the most prominent textmost prominent text on the page. on the page.

secondary headline:secondary headline: adds informationadds information related to the story, leaves the reader wanting related to the story, leaves the reader wanting to know more. It is to know more. It is usually half the sizeusually half the size of the of the primary headline.primary headline.

follow the rulesfollow the rules

Headlines must attract the reader Headlines must attract the reader honestly. You can’t honestly. You can’t promise promise something that isn’t in the storysomething that isn’t in the story..

Headlines should cram as much Headlines should cram as much information as possible into a small information as possible into a small space, since readers space, since readers tend to scan for tend to scan for interestinterest..

……and these rules tooand these rules too

All extra words should be trimmed..leave All extra words should be trimmed..leave out articles out articles “a, an and the”“a, an and the”

Headlines are written in Headlines are written in present tensepresent tense to to give the reader a sense of immediacygive the reader a sense of immediacy

Avoid Avoid exclamation points and question exclamation points and question marksmarks: colons, semicolons, single quotes, : colons, semicolons, single quotes, commas are OKcommas are OK

Avoid “to be” verbs Avoid “to be” verbs (is, are, was, were)(is, are, was, were)

……and these rules tooand these rules too

Use Use a down style…alla down style…all but proper but proper nouns and the first letter of the first nouns and the first letter of the first word are lowercaseword are lowercase

Do not use Do not use the name of the school the name of the school and the mascotand the mascot

Avoid Avoid label headlineslabel headlines (“band” for the (“band” for the band story) or band story) or stating the obviousstating the obvious (“soccer team to play a game”)(“soccer team to play a game”)

more rulesmore rules

Use names in headlines only if they Use names in headlines only if they are are major newsmakers or very major newsmakers or very famousfamous (OK: Britney Spears, Miley, (OK: Britney Spears, Miley, Tiger, Bush, Obama, Clinton, etc.)Tiger, Bush, Obama, Clinton, etc.)

Cultivate a sense of Cultivate a sense of humor…play on humor…play on words and punswords and puns if they match the if they match the tone of the storytone of the story

more rulesmore rules

Avoid all Avoid all caps…it is difficult to readcaps…it is difficult to read (the Star does it, though, so it must (the Star does it, though, so it must be OK?)be OK?)

Avoid splitting words or infinitives (to Avoid splitting words or infinitives (to run) in headlines: run) in headlines: no hyphensno hyphens

Fill each line within Fill each line within two units of the two units of the letter “x”letter “x” in lower case. in lower case.

example of the “x” ruleexample of the “x” rule

This headline is too short for the This headline is too short for the spacexxxspacexxx

Headline is just right to fill this here Headline is just right to fill this here spacexspacex

Yes, you may have to re-write more Yes, you may have to re-write more than once to get this headline thing than once to get this headline thing correctxxxxcorrectxxxx

Clever examplesClever examples

My word! Local teen allowed to compete My word! Local teen allowed to compete in national spelling bee after allin national spelling bee after all

No kidding, goat meat in short supplyNo kidding, goat meat in short supply Sentence not a cakewalk for diva of the Sentence not a cakewalk for diva of the

catwalk catwalk Landscape budget gets trimmedLandscape budget gets trimmed Halloween scares up snow across Halloween scares up snow across

KansasKansas Pianist keeps city’s singers in good tunePianist keeps city’s singers in good tune

Bad examplesBad examples

Miners Refuse to Work after Death Miners Refuse to Work after Death 'Something  Went Wrong in Jet Crash', 'Something  Went Wrong in Jet Crash',

Expert Says Expert Says Red Tape Holds Up New Bridges Red Tape Holds Up New Bridges Local High School Dropouts Cut in Half Local High School Dropouts Cut in Half Hospitals are Sued by 7 Foot DoctorsHospitals are Sued by 7 Foot Doctors New Study of Obesity Looks for Larger New Study of Obesity Looks for Larger

Test Group Test Group

Bad examplesBad examples

Include Your Children When Baking Include Your Children When Baking CookiesCookies

Drunk Gets Nine Months in Violin CaseDrunk Gets Nine Months in Violin Case Iraqi Head Seeks ArmsIraqi Head Seeks Arms Killer Sentenced To Die For Second Killer Sentenced To Die For Second

Time in Ten YearsTime in Ten Years Arson Suspect Is Held In FireArson Suspect Is Held In Fire Juvenile Court To Try Shooting VictimJuvenile Court To Try Shooting Victim

TypographyTypography

The personality for your publicationThe personality for your publication

Types of TypeTypes of Type

SerifSerif - with extensions (feet) - with extensions (feet)

usually what text is set inusually what text is set in

Types of TypeTypes of TypeSans serif - no extensionsSans serif - no extensions

cleaner, more cleaner, more European lookEuropean look

Types of TypeTypes of TypeCursive- looks like handwritten scriptCursive- looks like handwritten script

Types of TypeTypes of TypeNovelty - adds personalityNovelty - adds personality

works well in small dosesworks well in small doses

AlignmentAlignment

Flush Left – left margin is evenFlush Left – left margin is even

This is set flush left. The left margin is even and the right one is ragged. It’s also called ragged right. The Heritage uses this for body copy.

AlignmentAlignment

Flush Right – right margin is evenFlush Right – right margin is even

This is set flush right. The right margin is even and the left one

is ragged. It’s also called ragged left.

AlignmentAlignment

Justified – both margins are evenJustified – both margins are even

This is set justified. The left margin is even and the right one is even. The Patriot uses this for body copy.

Selecting FontsSelecting Fonts

Body copy and cutlines are one font.Body copy and cutlines are one font.

Headlines are generally a different Headlines are generally a different font.font.

..

Selecting FontsSelecting Fonts

Use the KISS principal. Use the KISS principal.

Keep it Simple Stupid.Keep it Simple Stupid.

Don’t mix a bunch of fonts.Don’t mix a bunch of fonts.

..

Font SizeFont SizeStandard body copy is nine or Standard body copy is nine or

10 points. 10 points. Nine points Nine points 10 points10 points

Captions are usually one point Captions are usually one point smallersmaller. . CaptionCaption captioncaption

Headlines can be lots of Headlines can be lots of different sizes. More different sizes. More important stories use a important stories use a bigger font. 72-18 pts.bigger font. 72-18 pts.

Cool Uses of TypeCool Uses of Type

Cool Uses of TypeCool Uses of Type

Cool Uses of TypeCool Uses of Type

LogosLogos

Cool Uses of TypeCool Uses of Type

Pulled QuotePulled Quote

Cool Uses of TypeCool Uses of Type

Reverse-Reverse-

white type on black or colored white type on black or colored backgroundbackground

Cool Uses of TypeCool Uses of Type

SidebarsSidebarsAdditional Additional

content thatcontent that

complementscomplements

Main story – Main story –

Usually in graphicUsually in graphic

formatformat