Slide 1:Attract the Reader With Dynamic Headlines Compiled by Dianne Smith, CJE Alief Hastings High School Houston, Texas August, 1999


Slide 2:A well-written story will go unread if the headline does not grab the reader. Headlines also serve as a graphic element on the page.


Slide 3:Headlines generally consist of two parts, a primary and a secondary.


Slide 4:The primary head is visually more prominent and more important.


Slide 5:The primary head captures the reader’s attention….


Slide 6:And ties into the lead of the story and the subject of the photo.


Slide 7:The secondary headline adds information found in the story.


Slide 8:There are four basic combinations of primary and secondary heads:


Slide 9:1. Hammer 2. Kicker 3. Tripod 4. Wicket


Slide 10:Hammer: A hammer consists of one or more lines of primary over one or more lines of secondary.


Slide 11:Kicker: A kicker consists of one line of secondary over one or more lines of primary. Five inches of rain don’t dampen festivities Reign & Rain


Slide 12:Tripod: A tripod consists of two or more lines of secondary stacked beside the primary. This is a more graphically challenging design.


Slide 13:Tripod: A tripod consists of two or more lines of secondary stacked beside the primary. This is a more graphically challenging design.


Slide 14:Wicket: A wicket consists of two or more lines of secondary over one or more lines of primary. Secondary Primary


Slide 15:Checklist Use fact-filled secondary heads and eye-opening primary heads. Use contrasting type styles between primary and secondary heads: bold and ital, for example


Slide 16:Checklist Do not split an infinitive or prepositional phrase from one line to the next. Don’t split a word with a hyphen from one line to the next.


Slide 17:Checklist Do not split a proper name from one line to another. Don’t split a verb phrase, prepositional phrase or infinitive phrase from one line to another.


Slide 18:Checklist Omit the articles a, an and the. Use numerals rather than spelled out number names Don’t abbreviate unless the readers will understand.


Slide 19:Checklist Avoid passive forms of the verb “to be”. Refer to the Associated Press Style Book if necessary. Consistency of style is important.


Slide 20:Checklist Primary head should be tied to the main photo if there is one. Avoid using the name of the school or mascot in the headlines.


Slide 21:Checklist Avoid stating the obvious. Tell the reader something new. Do not repeat key words from one part of the headline to the other.


Slide 22:Checklist Use literary techniques such as alliteration, puns, satire if appropriate. Quotes make great secondary heads.


Slide 23:Checklist Write in present tense if the event has already happened. Write in future tense or use infinitive (to + verb) to show that something will happen in the future.


Slide 24:Checklist Main headlines do not necessarily have to have a subject and verb. Secondary headlines should always have a subject and a verb.


Slide 25:The End This presentation will repeat in 10 seconds.