THE QUESTION OF TENSE
Heads are usually written in the present tense unless they relate to a future event. (See [Figure 3].) This is the historical present, used instead of the past tense for the sake of greater vividness. “Defies His Accusers” drives home the recency of the occurrence. The reader feels that he is getting something new. “President Speaks at Albany” means that the President has just spoken, either on the day of publication or the previous day. It is news—the latest thing the President has done that is of public interest. It must not be inferred from this that the past tense is barred from the head. On the contrary there are occasions when it would be absurd to use anything else. The copy reader would write, “William Smith Dies” or “William Smith is Dead,” but in giving details of the dead man’s life it would be manifestly foolish to say, “Is Born in Missouri,” “Is a Civil War Veteran.” While the copy reader must observe the style of the paper that employs him, he is not expected to apply any rule slavishly in defiance of common sense.
[Figure 3.]—Four-deck head from the Chicago Record-Herald; a well-balanced, typographically neat head built according to a general plan followed by many newspapers.
2 HURT, 50 ROUTED
BY BLAZE IN FLATS
Tenants of Apartment-House
Are Driven to Street in
Night Attire.
BOYS TRAPPED ON A ROOF
Youths Finally Slide to Ground
on Rain Pipe—Fire Loss
Is $25,000.
The Kansas City Star and Times, recognized as one of the most carefully edited newspapers, affords a striking exception to the general practice of putting the head in the present tense and omitting the articles. The Star prefers the past tense when it can be properly used and encourages sentences with all the articles supplied. For example: “A Tennessee Wreck Hurt 21—Two Coaches Were Burned, but Sixty Persons Escaped.” Most newspapers would have said: “Tennessee Wreck Hurts 21—Two Coaches Are Burned (or Burn), but Sixty Persons Escape.” Without arguing the relative merits of the two types of heads, it is worth noting that the Star’s departure from custom in this and other respects has given it a distinct individuality that no reader can overlook. (See [Figure 4].)
Whichever tense is used, take care to make the head consistent throughout. Don’t switch from the present to the past, or vice versa, without reason.
[Figure 4.]—Typical Kansas City Star head, using the past tense.
TWO ROBBERS GOT $10.523
A WOMAN WAS THE VICTIM OF KANSAS
HIGHWAYMEN.
Money Intended to Pay Off the Men of
the Sheridan Coal Company, Near
Pittsburg, Was Taken—Could
Have Had $30,000.