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 contains only the substance of the lead, it need not be rewritten when any part of the story is cut off.

The Tone of the Head. To adapt the character of the headline to the tone of the story is important for the best effect of both. The head should prepare the reader for what is to follow. A humorous or witty headline is well adapted for a story written in a light vein but usually is out of keeping with a plain news story. A suggestion of pathos even may be given in the headline when the story warrants it. Efforts to be funny or tearful, however, ought always to be carefully considered and should not be made unless the circumstances justify them.

Avoiding Repetition. It has come to be a generally recognized point that there should be a minimum amount of repetition of words throughout the head. The same word should not be used more than once either in the same deck or in different decks unless the lack of synonyms makes it absolutely necessary, or unless emphasis is gained by so doing. This, of course, applies in only a limited degree to the necessary connective words, such as conjunctions and prepositions, and parts of the verb "to be." The writer of heads should have at his command a number of synonymous words and expressions, so that, when he must refer to the same person, object, or action a second or third time, he may be able to vary the expression.

The Interrelation of the Decks. If the grammatical subject remains the same in statements made in two or more decks, it need not be repeated, as it will be understood with the verbs in the following deck or decks. In the head given below, the subject of the verb "stricken" in the first deck, serves as the subject of the verbs "found" in the second deck, "is" in the third, and "will be taken" in the fourth.