HEADLINES ARE NOT TITLES Titles are single words or phrases. Headlines are summaries of the story. They are usually one sentence without the articles, prepositions, and helping verbs. Headlines are derived from the lead. Below is a brief list of tips to help you write effective headlines. Write in active voice and present tense. This will take your reader directly to the heart of the story. Even though you will be writing the story in past or future tense, writing the headline in present or present perfect (minus the helping verb) tense will convey a sense of immediacy. Avoid using infinitives. The visual style will depend on the specifications of the publication, but most headlines are written in up style: Capitalize the important words. In down style, capitalize the first word of each deck (line), and proper nouns and adjectives. Most headlines are flush left. Since the larger type limits space, use numerals even in places that would not be acceptable in copy. Use traditional punctuation within the headline. No ending period is necessary unless the publication’s style sheet requires it. Use single quotations for direct quotes in a headline. Use a comma as a substitute for coordinating conjunctions. Designers will use terms like banner, primary, secondary, kicker, hammer, sidesaddle, wicket, super led, etc. Reporters should be familiar with these terms, but editors and designers usually make decisions about the visual appearance of a headline.