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 Slang, likewise, on account of its conciseness, novelty, and colloquial character, is not infrequently found in heads, although some newspapers have a rule against its use. If the slang word or phrase is put in quotation marks, it is considered by some newspapers as less objectionable. All that may be said for or against slang in newspapers as a whole, applies with equal force to its use in heads. If the question of good taste is involved in the use of a slang word, the safe course is to avoid it.

Some newspapers have a rule that numerical figures should be put into headlines only when they are absolutely necessary, an injunction that implies a very limited use of them, whereas the general practice clearly is to employ figures when they are the most effective means of conveying the important facts. The advantage of figures is seen in the following heads taken from representative newspapers:

(1)

TO SELL 81 PICTURES VALUED AT $2,000,000

(2)

5,000 WOMEN MARCH IN SUFFRAGE PARADE

(3)

50-CENT BUTTER SOON TO FOLLOW MILK PRICE RISE