Newspapers in Greeley’s day were judged by their editorials; to-day they are judged in large measure by their headlines. Big type is associated in our minds with the sensational. The paper that habitually uses scare heads is put down as yellow, while the paper with subdued heads is regarded as conservative in its policies. The distinction does not always hold good: a newspaper with conservative heads may be essentially yellower in its treatment of news than one which spreads a banner across the top of the first page to catch the eye of the possible buyer on the street. But as a rule it may safely be said that the style of heads mirrors in a general way the newspaper’s character. It would be going too far, of course, to assert that yellowness is in direct proportion to the size of the headlines, but it is true in the main that small head letter stands for conservatism and glaring type for so-called yellowness, with the average American newspaper in the middle ground.
Whether or not headlines are an index to news policy, they are one of the most important features of the modern newspaper. Properly written, they enable the busy reader to grasp quickly all the essential facts of the day’s news. The head is nothing more nor less than the story in tabloid form. (See [Figure 1].) In this it differs radically from the title of a book or a play, which merely suggests the theme. The newspaper head is written to pique and gratify curiosity at the same time.
FIRST REQUISITES OF THE HEAD
The head is an advertisement, and like all good advertisements it should be honest, holding out no promise that the story does not fulfill. It should be based on the facts as set forth in the story and nothing else. The head writer is bound by the same rules as the reporter; neither is permitted to “editorialize” or to draw conclusions. If Smith is merely accused of murder for killing Jones, the fact that space is limited does not excuse the statement that Smith murdered Jones. As the story is qualified so should the head be. A libelous statement in a head is cause for a damage suit, even when the story itself is not libelous.
[Figure 1.]—St. Louis Post-Dispatch head. This form of head is well adapted to giving a synopsis of a big news story.
ENGLISH RAILWAY
STRIKE IS SETTLED
BY LLOYD-GEORGE
Chancellor of Exchequer
Hero of Britain, Eclipsing
Asquith—Men to Return
to Work at Once and No
Discrimination to Be
Shown.