Page:Newspaper writing and editing.djvu/315

 again the real subject, by going into the second half of the deck, is less conspicuous:

(1)


 * EXPERTS WILL DECIDE | 18-1/2 units
 * WARD FUND DIVISION | 17 units

(2)


 * EXPERTS WILL SETTLE | 19 units
 * FIGHT FOR WARD FUND | 19 units

These various forms for the top deck show some of the possibilities of variety of emphasis and tone in the headline. As the first half of the top deck is more conspicuous than the second, the most significant part of the statement should, if possible, be placed in the first half. Consequently those forms in which the idea of the allotting or dividing of the ward funds is placed first, would generally be preferred. The words "squabble," "scrap," and "grab," although colloquial and inelegant, might be admissible to characterize effectively the situation growing out of the efforts of each alderman to get the most for his own ward, if the circumstances of the dispute were undignified.

The other decks of the headline for this story may be constructed to follow any one of these top decks, but, for convenience, only two of the top decks will be used for illustration. If the one chosen is "To Divide Ward Fund On Scientific Basis," it may be developed by the other points already given (page 296; that is, (1) The mayor's proposal was approved by the finance committee; (2) The division is to be made