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.