Page:Newspaper writing and editing.djvu/321

 (2) Jump-Head on Fourth Page

EXPRESS BEATEN BY PARCELS POST (Continued from first page.)

Big Heads. In this discussion only one column heads have been considered, but the same general principles apply to the construction of headlines extending over any number of columns. Important news may be given a head of one, two, or three parts extending across the whole front page. Such a head is often called a "banner."

SUGGESTIONS

1. Get the important facts of the story clearly and accurately in mind before writing the head.

2. Study carefully each kind of headline to find out its possibilities and limitations.

3. Give the story a headline proportionate in size to its importance.

4. Base the head as far as possible on the facts in the lead.

5. Have the tone of the head in keeping with that of the story.

6. Don't make the head a comment on the news.

7. Avoid trite, hackneyed words or phrases.

8. Make the statement in each deck clear, concise, and specific.

9. Put the most significant fact into the first deck.

10. Use short, specific words in the first deck.

11. Count the unit letters and spaces in every deck.