Headlines

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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.