Headline writing guidelines

Headline writing guidelines

Use keyword method. Keywords come from top of story.

Use a verb. Transitive verbs—those that take direct objects—are better (S® V® O). Try active voice first.

Don’t begin with a verb. If syntax allows, drop articles (a, an, the), linking verbs (is, was, were), most adjectives and adverbs.

Each line should be a unit in itself. Thus, do not end lines with prepositions or adjectives.

Use present tense—the historical present.

Use flush-left downstyle. Fill each line close to maximum count. No line should be shorter than three-fourths of maximum count.

Don’t repeat words in headline or deck (readout or dropout).