HEADS
"The head," says Ross, "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 should be a bulletin or summary of the important facts, not a mere label.
It is usually best to base the head on the lead of the story. The first deck should tell the most important feature. Every succeeding deck should contribute new information, not merely explain previous statements or repeat them in different language.
The function of the head is to tell the facts, not to give the writer's comment on the facts.
The head for the feature story, the special department, the editorial or the illustration may properly be a title that suggests the material it advertises instead of summarizing it. Indeed, the success of a feature story often depends on its having a head that directs the reader to the story and arouses his curiosity in it without disclosing the most interesting content. Head writers should beware of revealing in the head the surprise of a story, if it has one.
Never turn in a head that you guess will fit. Make sure. Heads that are too long cause delay and confusion.
As a general rule write heads in the present tense.
Principal words should not be repeated. Do not, however, use impossible synonyms, as canine for dog or inn for hotel.