The image above displays section | (2) | of the first example. It is the | Jump-Head on Third Page | which is placed above the continuation of the story. It is a simple cross-line form in upper-case which says | FIRE ENDS BABIES’ LIVES |. Just below this in a small font are the words | Continued from Page One. |

The image above displays section | (1) | of the second example. It is the | Top Deck of First Page Head | of a story and is a drop-line form in three parts which says | EXPRESS BEATEN | BY PARCELS POST | IN INITIAL TEST |.

The image above displays section | (2) | of the second example. It is the | Jump-Head on Fourth Page | which is placed above the continuation of the story. This time it is a drop-line head in two parts which says | EXPRESS BEATEN | BY PARCELS POST |. Just below this in a small font are the words | (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.
  12. Don’t try to crowd in more units than the space will permit.
  13. Don’t fill out a short line with weak words.
  14. Make clear the relation of the statement of each deck to that in the preceding deck.
  15. Use only such abbreviations as are commonly to be found in heads.
  16. Omit articles and unnecessary auxiliary verbs whenever it is possible.
  17. Punctuate only when clearness requires it.
  18. Use figures when they are the significant facts.
  19. Avoid repetition of words other than connectives.
  20. Use the present tense of the verb for past events and the infinitive or future tense for coming ones.
  21. Keep the tenses uniform throughout the head.
  22. Avoid libelous statements.

PRACTICE WORK